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CON
CEPT

POCO has been at the forefront of Irish design since 2016 and has become a household name. As the brand has developed and grown in size, the design styling was starting to feel a little young and girly for the brand and with an eye on future expansion it was time to create a new, more grown up brand to help propel POCO forward into new markets.

Goal

The Brief was to create a new brand which would feel more grown up and in line with their customer base, as well as reference what the brand is all about.

We would also need to create a new structure for brand assets like hang tags and labels, shopping bags, shoe boxes, a new look and feel for photography and advertising, as well as bring the new styling to a new website and app.

The Resolution

As part of the brief we were tasked with the design and development of a new logo, visual language, brand assets including product tags, packaging, shopping bags and other branded items. We were also tasked with creating a new POCO pattern which could be used on product and packaging, and a new website to fully embody the new direction of the brand.

The first decision was to remove pink as a main colour and the watercolour pattern from the brand to ensure a clear step visually in a new direction and replace this with a clean black and white colour palette.

focus

We played around with a number of font options, but ultimately were drawn to a hand created font with a little flare at the end of the characters.  The P and C both have subtle flares to reference the brands history in jeans.

The pattern was created from overlapping the main letters of the brand to create a unique brand pattern and was used on a number of pieces of packaging. The brand rollout was applied to a number of print items, all product and across all POCO digital channels.

Results

The new brand was launched as part of a new product launch with the new POCO trainers range and bomber jackets. The new range has been a huge success and POCO’s loyal customers have given extremely positive feedback on the new direction of the brand.