I wanted to totally transform an Irish brand  and what else could you pick only the most iconic #PenneysHun! My version of the Penneys brand is the total opposite to reality. This Penneys is high-end couture, sophisticated and eclectic. Working with the deep burgundy and warm gold to establish an expensive brand fit for fashion royalty. 

The bespoke pattern has been developed from the logo mark. I had a really good play with the logo mark and typography, so many options were flying around before settling on the final design. The submark is used as a graphic element for abstract design work.

Editorial brand work, inspired by the many copies of Vogue Magazine that I have collected over the years.