Stitch Fix
During the development of this project, I discovered that Stitch Fix had recently undergone a significant rebrand —one that leaned heavily into modernization. While the refreshed direction was sleek and contemporary, I chose to revisit the brand’s more traditional, human-centered essence. My goal was to reintroduce a sense of craftsmanship and authenticity. To achieve this, I incorporated tactile textures throughout the designs, evoking a handcrafted aesthetic. I also selected a richer, more luxurious primary color—elegant yet versatile— to harmonize seamlessly with complementary tones. Finally, I refined the social media layout to ensure greater cohesion, aligning the visual language with a more elevated and sophisticated brand identity.
I grew up seeing this logo since my mother used to buy clothes from the company. It was a classic logo that I remember most because it was wrapped around the side of the box that the clothes were shipped in.
Original
Current
The current logo has been modernized and simplified. Additionally, I’m pretty sure the lines are supposed to look like a needle and thread, but it’s a bit tricky to see. Furthermore, they changed their original classic turquoise color to a more muddy light turquoise.
My Version
I felt as if the original logo was too crowded, so I removed a few lines to let the design breathe and feel less overwhelming. The font chosen is one that felt more luxurious and professional to match the vibe of Stitch Fix as a company.
How I Got There:
For the redesign, I drew inspiration from the original logo while incorporating new patterns and supporting elements. The most significant updates were the font and color palette. I selected a rich burgundy red, my favorite shade, not only because it pairs well with many other colors, but also because it conveys a sense of luxury and refinement. For the font, I chose a bolder style with sharp points that create impact and draw attention, giving the logo a stronger, more memorable presence.
