We captured the brand’s and its customers' versatility by fusing class with a carefree attitude. To express this, we added an elliptical element, a nod to the bags' unique base design. The vowels playfully repeat this form, while sturdy consonants reflect the more traditional aspects of the brand.
We also designed a monogram logo, a ligature of the letters J and Ё that looks like a smiley face, to further solidify a cheerful and sincere tone of this update. Overall, the identity captures the spirit of the brand perfectly — it's modern, lively, elegant and real.