In 1985, Jaclyn Smith introduced her collection of women's apparel and accessories for Kmart stores. She revolutionized the celebrity-designed fashion brand by developing her own collection and took the business world by storm.

Since that time, more than 100 million women have purchased clothing and accessories bearing her name.

BRAND REDESIGN

Identity:
The brand had a storied history and valuable brand equity. Market research, design shifts, and customer research demonstrated that the mark did not resonate as strongly as Jaclyn or the brand. The decision was made to update the mark.

The new mark referenced the iconic chain link textile pattern, a nod to the original Charlie’s Angels television series starring Jaclyn Smith, which aired 1976 to 1981.

Color was an involved and diligent process. Hues were selected to reference the brand’s history, celebrate bold femininity, and complement the widest variety of skin tones.

HABERDASHERY & PACKAGING

Packaging:
Environmental protection and sustainability are values Jaclyn and I share. All packaging was designed with these values in mind. Paper goods are a minimum 30% PCW (most are 70%+), inks are plant-based, ribbons/cording is from raw and biodegradable sources, and I avoided adhesives wherever possible.

Notions/haberdashery:
Metal with recycled content was favoured, plastic was to be avoided wherever possible.

CONSUMER STRATEGY

Social:
Jaclyn has an immense following on social media, across multiple platforms (380k+ on Instagram). What was missing was a singular, consumer strategy. Celebrating all ages and types of women was something Jaclyn had always done. It was important for the brand to tell the same story.

RETAIL

Experience, concept:
The retail brand expression needed to be impactful, low lift, and cost effective for installation in key market stores. Existing fixtures were utilized and skinned, home production capabilities through existing factories were recommended for additional decor. A highlight product wall was recommended to create a more intimate shopping experience and promote cross-merchandised products.