BOHEE

YEAR
2024

SECTOR
Fashion,
Apparel

CLIENT
BOHEE Fashion

Logo Design,
Brand Identity,
Brand Strategy

Committed to delivering high-quality, trend-conscious apparel at reasonable prices, BOHEE offers a variety of product lines, including professional office wear, traditional-inspired fashion, and premium bespoke designs. The brand’s signature approach focuses on creating designs that enhance confidence, offering garments tailored to flatter the wearer’s figure. With an ambition to redefine office fashion, BOHEE emphasizes elegance, minimalism, and comfort in every piece.

BOHEE approached Layơ Lab to elevate its brand identity as it expands into new markets and launches additional product lines. The rebranding aims to create a cohesive and recognizable image across all platforms, addressing social media inconsistencies and improving customer engagement. BOHEE seeks to refine its storytelling, focusing on premium collections and enhancing customer service to build loyalty and emotional connections.

Layơ Lab’s “Redefine Beauties’ Confidence” concept focuses on authentic expressions of beauty and individuality. Through clear messaging and captivating visuals, we emphasize how BOHEE’s fashion enhances a woman’s natural beauty. The brand’s essence is modern, feminine, and powerful, blending contemporary femininity with traditional Asian elegance, showcasing elegance, quality craftsmanship, and sophistication. We aim to position BOHEE as a high-class fashion brand, appealing to confident women who embrace both modernity and tradition.

For BOHEE’s rebranding, Layơ Lab focuses on creating a modern, global, and approachable identity. We start by modernizing the logotype, giving it a minimalist yet high-class look that communicates professionalism with a creative edge, making BOHEE more competitive in the market. To evoke a bold and feminine presence, we choose a high-contrast color palette featuring red, black, and beige. These colors embody femininity, strength, and modernity, drawing attention while representing the power and beauty of contemporary women.

The design features a clean and spacious layout that highlights elegance and straightforwardness. We incorporate the strong, accessible typeface Karrik, which enhances the brand’s modern and global appeal, allowing the focus to remain on the products instead of unnecessary graphics. We also develop beautiful and creative fashion photoshoots, ensuring consistency and power across BOHEE’s visual system. The images celebrate Asian women’s beauty while showcasing the fashion products, aiming to build brand awareness and instill confidence and pride in the target audience—women who aspire to feel more confident and beautiful every day.

BOHEE Social Media Visual System allows for flexibility in visual elements while maintaining the brand’s minimalist and refined style. Posts will focus on key messages like brand announcements, promotions, new collections, styling tips, and events, ensuring platform consistency. Visuals will prioritize product-centric content, highlighting fashion items, models, and production processes, with minimal use of graphics to keep the focus on the products.

Engagement-driven content will also strengthen connections with the audience, featuring customer stories, designer insights, and influencer collaborations. Simple videos and animations will be used alongside static images to boost appeal. Instagram Stories will feature engaging content, utilizing video, animations, and interactive features to increase reach and engagement.

BOHEE’s interior design, crafted by Lepoint DE. Concept draws inspiration from the classic model of bespoke tailoring shops while integrating the dynamic essence of a fashion production workshop. The interior design team has created a modern, minimalist space highlighting the brand’s products, ensuring they take center stage.

The aesthetic features a sophisticated monochrome palette, enhanced by striking decor details made from materials like metal, translucent resin paper, and glass. Layered wall patterns and artwork add visual interest, creating an elegant and functional environment. This thoughtful design approach not only emphasizes BOHEE’s new brand identity but also provides an inviting atmosphere for customers to experience the brand’s offerings.