The following project is a rebranding of the late 90’s, early 2000’s streetwear brand Baby Phat, which was founded by Russel and Kimora Lee Simmons. Earlier this year (2019) Kimora Lee Simmons decided to relaunch the brand after taking a hiatus from keeping the brand active and relevant. Although the brand is relaunching, they have decided to keep the original logo. My group partner, Janay Cooper, and I, came to the conclusion that the brand should have a revamped logo and a slight change in their brand identity to fit into today’s trend of modern streetwear. We wanted to keep the nostalgia and heritage of the brand, while making it more appealing to Millennials and Gen Z.
Contributor: Janay Cooper
Personal Contributions: Company History, Company Timeline, Target Customer research, Brand Aesthetic board, Competitor Analysis, Market Trends, & Logo Development