INDUSTRY:
BRANDING AND PACKAGING
CLIENT:
YEAR- 3 UCA
YEAR:
2024
SOFTWARE
ILLUSTRATOR, PHOTOSHOP
Hermés: The Rebrand
about.
This project explores a hypothetical rebrand of Hermès aimed at engaging a younger, digitally savvy audience while preserving the brand’s heritage and craftsmanship. Taking an illustrative approach, the rebrand introduces a playful horse mascot and a contemporary monogram inspired by equestrian forms, symbolising evolution without erasure. Illustration is used as a storytelling device to humanise the brand, soften its exclusivity, and create emotional accessibility, all while honouring Hermès’ legacy of tradition, luxury, and hand-made excellence.
challenge.
The dissertation process was grounded in both critical research and practical experimentation, combining brand analysis with audience-led insight. Research methods included visual and contextual analysis of Hermès’ heritage, logo history, and luxury brand positioning, alongside primary research such as Instagram polls and a moderated focus group with creatives and fashion consumers. These techniques informed design decisions by testing perceptions of illustration, playfulness, and luxury, allowing the rebrand to balance innovation with respect for tradition through an informed, research-driven design process.
results.
Through this project, I learned the importance of balancing innovation with brand integrity, particularly when working with established luxury identities. The research process highlighted how illustration can be a powerful tool for storytelling and emotional connection, but also how easily it can challenge perceptions of exclusivity if not handled thoughtfully. Engaging directly with audiences reinforced the value of feedback in shaping design decisions and strengthened my understanding of research-led branding as a way to create meaningful, considered visual outcomes.
