Brand Refresh Balancing Sustainability & Luxury

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

CLIENT: PACHACUTI

I worked with Pachacuti, an established sustainable accessories label, to rework the brand and better reflect its values, heritage and evolving audience.

I led the development of a new visual identity informed by the materials and making process behind the brand’s core product, the Panama hat. This included a refined colour palette, graphic elements and a more contemporary, editorial approach to typography and photography.

Working closely with the brand’s Creative Director, I defined a clear identity system and style guide, and set the creative direction across packaging and digital applications. I oversaw rollout and acted as brand guardian to ensure consistency across all touchpoints.