Smile Kaki was a Chinese fashion brand with the ambition to grow beyond its original market and develop a stronger international profile. Our role was not only to redesign the visual identity but also to assist in the international market penetration by creating a clearer strategic direction and a more market-ready positioning.
We began with the foundational aspects of brand identity development, focusing on brand strategy, fashion brand consulting, and positioning, as well as identifying suitable international market penetration channels. This approach was essential, as the objective was not merely to modernize the brand's appearance but to clarify how it should be understood, presented, and developed for broader international relevance.
From there, we crafted a new logo and brand CI that combined a modern approach with classic elements, resulting in a more distinctive and recognizable identity system. This visual work was designed to support the wider internationalization of the brand, making it feel more coherent, confident, and aligned with its future growth direction.
The outcome was a more focused and internationally relevant fashion brand, built on a stronger visual identity, clearer positioning, better channel thinking, and a deeper strategic foundation for expansion.