Pachacuti Brand Refresh

EXPERTISE

Creative direction, Brand strategy, Logo design, Brand style guide, Social media design, Website design, Packaging design

OVERVIEW

I was commissioned to reimagine the brand of Pachacuti, a sustainable accessories label founded by Carrie Somers of Fashion Revolution. The founders sought a more relaxed, bohemian vibe that resonated deeply with their core values. I developed a new visual identity featuring an earth-inspired color palette and graphic elements inspired by the natural materials of their signature product, the Panama hat.

Balancing a sense of luxury with rustic sustainability, I collaborated closely with the brand's creative director to create a comprehensive style guide, making the photography and branding more contemporary and appealing to a bohemian audience while maintaining connection with their existing customer base. The brand ethos remained intact, but with a fluid, relaxed approach. I conceptualized packaging, social media visuals, and website designs, using a Latin-inspired typeface to honor the brand's heritage and its artisans. Additionally, I created mood boards and provided top-line creative direction for future photo shoots and content. Immersing myself in the essence of Pachacuti, I acted as their brand guardian throughout the roll-out process to ensure a cohesive and successful implementation of the new vision.

CLIENT: PACHACUTI