Since the opening of its first store in London in 1996, Jimmy Choo has grown to become a leading luxury shoe specialist. Jimmy Choo has a unique, powerful brand which is globally recognised.
We were approached by Jimmy Choo to deliver a brand identity, packaging and associated marketing with an aim to establish them as a luxury brand.
The heritage and attention to craftsmanship - that most brands can only aspire to was what SUM. felt should be the focus of our solution.
We worked closely with Tamara Mellon & Sandra Choi (creative director) and began by researching Deco & vintage packaging from the 1920’s and 30’s aswell as the heritage of Jimmy Choo’s family of shoemakers in Malaysia. We enlisted several luxury packaging suppliers to develop samples along the brand guidelines and visuals that we had prepared. The results provided a modern take on luxury packaging maintaining traditional strong values of heritage, quality, tailoring and style.
The resulting brand Identity and Packaging captured the fashion brand’s unique take on luxury. Jimmy Choo has created a successful international Luxury Brand in less than 10 years and has a store network encompassing 167 stores in 35 countries.
Strategy · Branding · Art Direction · Print · Digital