A tailored identity blending originality, femininity, and confidence for Gen Y women
(CHALLENGES) As BOHEE expands its market presence and diversifies collections, it struggles with fragmented visuals and diluted brand recall. Layơ Lab was invited to craft a modern, unified identity that expresses elegance and coherence across touchpoints. We addressed inconsistencies across platforms and focused on making BOHEE’s voice consistent. This included building stronger visual cues and a refined tone, allowing BOHEE to transition from an emerging brand to a trusted lifestyle label with emotional depth.
• Rebrand Strategy (Concept, Platform) • Core Identity (Logo, Color, Fonts) • Visual Identity (Graphic, Editorial, Photo) • Social Media (Post System, Story…)
Layơ Lab developed the concept "Redefine Beauties’ Confidence," celebrating individual expression and understated glamour. The identity aligns BOHEE’s visual presence with its core mission: empowering modern women through minimalism, quality, and femininity.
(BIG IDEA) Drawing from the cultural grace of Asian beauty and modern feminine strength, BOHEE’s brand narrative unfolds through empowering messages and a curated visual tone. We emphasized confidence, elegance, and authenticity, bridging traditional ideals with modern identity. The brand becomes a medium of self-affirmation,encouraging every woman to recognize her worth and step forward with confidence in every outfit. Every design detail reinforces BOHEE’s mission to uplift, ensuring that fashion serves as a celebration of individuality and resilience.
The identity system embraces modular design principles with clear layouts, consistent structure, and a sharp visual hierarchy. Each component enhances recognition, functionality, and emotional storytelling across BOHEE’s expanding brand universe.
(IDENTITY) The BOHEE logo was redesigned to be sleek and refined, reflecting a modern yet feminine spirit. The typeface Karrik conveys clarity and confidence, reinforcing the brand’s premium positioning. The red, black, and beige palette balances warmth with strength, evoking contemporary elegance rooted in tradition. Graphic devices are used thoughtfully to support content and guide the viewer’s eye across layouts. Every design detail from font weight to spacing ensures consistency and focus. Together, these elements form a cohesive visual identity that elevates BOHEE’s presence across digital, print, and packaging touchpoints.
(Key features)
• Modern Feminine Color Scheme • Bold Confident Typography • Minimalist Sophisticated Layout • Empowering Artful Female Imagery
BOHEE’s social platforms needed consistency across diverse content types, from collection launches to customer interactions while maintaining elegance and clarity.
(APPROACH) Layơ Lab created a flexible and modular framework. Product-focused visuals take priority, styled with restraint to highlight design. Templates serve dynamic needs styling tips, promos, designer stories while keeping clear hierarchy. Visual tone supports BOHEE’s approachable yet premium identity, helping every woman feel represented and inspired. Subtle animations and editorial captions enhance storytelling. This system ensures visual uniformity while maintaining adaptability.
Photography serves as a powerful brand language for BOHEE, celebrating confidence, femininity, and form. We curated art direction that blends softness and strength, framing Asian women in both aspirational and relatable contexts.
(IMAGERY) With the theme of “Redefining Confidence,” BOHEE’s photography draws from timeless symbols of femininity. We incorporated visual metaphors such as pomegranates, rich in texture and meaning, to represent fertility, sensuality, and inner abundance. Anthurium flowers appear in scenes as emblems of strength and allure, subtly reinforcing BOHEE’s elegant femininity. Makeup direction focused on defined contours and expressive eyes, adding emotional intensity and a modern edge. These stylized choices were balanced with soft lighting and calm compositions, allowing every portrait to feel both intimate and powerful. Each image becomes a canvas where complexity and confidence are fully embraced.
Designed by Lepoint DE. Concept, BOHEE’s retail space blends bespoke tailoring heritage with modern workshop energy. The store becomes an extension of BOHEE’s brand: polished, structure.
(INTERIOR) Inspired by tailoring studios, the space integrates materials like resin, metal, and glass. The layout emphasizes product visibility and flow. Every surface and texture is a sensory expression of BOHEE’s values contemporary luxury rooted in cultural elegance. Accent lighting, mirrored finishes, and fluid circulation guide the customer journey intuitively. This experience-driven approach allows visitors to feel the brand’s soul with every step. The interior tells a cohesive story where minimalism is not cold, but graceful and welcoming, a space of both function and emotional connection.
