FutureBrand Team
Josefina Cox, Brand Strategy Director
Juan Pablo López, Creative Director
Lorena González, Senior Brand Designer
Isabel carvajal, Senior Brand Designer
Corona has always been passionate about diversity and inclusivity.
Their goal has been to create a space where customers from all walks of life
feel welcome and can express themselves through fashion. With a wide range of sizes,
styles, and price points, they aim to cater to everyone.
Despite their focus on diversity, the company's branding and visual identity didn't
reflect their values. The store's branding was outdated and lacked the energy and modern
vibe that the company embodied. The challenge was to create a rebrand that would align
with their values of diversity and inclusivity while giving them a modern and energetic look.
We started by creating a new brand strategy wich was later translated into a modern and bold wordmark. The new Corona's logo is an invitation to wear your own crown and be real and true to yourself. To build a consistent brand experience across all touchpoints, we designed new visual identity system and iconography to communicate key concepts. The system was inspired by the modern and timeless design of some classic fashion brands but at the same time we added elements that create a welcoming and inclusive environment to receive customers from all walks of life, helping the company differentiate itself in the crowded fashion retail industry.
