Hey Joanie—Naming, brand identity, print design, and label and product graphics for new Shanghai-based apparel brand. Made in collaboration with Ayaka Ito.
Hey Joanie creates modern denim inspired by 1980s rock & roll and classic American brands like Levis and Wrangler. Their goal is to bring a New York attitude—with a hint of California cool—to the Chinese market. The name is a cheeky reference to renowned songstress Joan Jett, who serves as a muse for the brand.
The identity is bold and type-driven, utilizing a predominantly black and white palette with bright pops of color throughout. The trio of secondary marks includes a monogram, a keyhole inspired alternate logo, and a friendly lion mascot. Nodding to the casual spoken quality of the name, the identity is also supported by a kit of word bubble motifs that are used on packaging and apparel to add a sense of play and expression. The brand also includes a “Hey Joanie” logo pattern, which features different script variations on the name, referencing the different personalities of the Hey Joanie woman. Case study photography by Fujio Emura.
