A Brand Refresh for Luxury, Sustainable Accessories Retailer

Elevating the visual identity of an established Panama hat specialist, rooted in craft and heritage.

Client: Pachacuti
What I did: Brand refresh design, brand guideline and strategy document design, packaging concepts and artworking, event stand design, website creative direction, photography creative direction
Role: Brand Designer & Consultant (Independent)

This project involved reworking the brand of an established Panama hat specialist to better reflect its heritage, values and evolving audience. The focus was on elevating the brand’s expression while remaining true to its craft and origins. I developed a visual identity inspired by natural materials and artisanal processes, supported by an earth-led palette and a typographic approach that nodded to the brand’s heritage. The work balanced a sense of luxury with authenticity and sustainability. I oversaw the rollout across packaging, digital and content, acting as a brand guardian to ensure the new direction was applied consistently as the business evolved.