JLO – Jennifer Lopez Collection
México
Contemporary women carefully balance their professional careers and personal life while expressing their femininity and glamorous personality. American multitalented star Jennifer Lopez understands this delicate equilibrium.
One of her most outstanding enterprises is the collection which carries her name and features clothing, shoes, fragrances, accessories, luggage, and bed & bath products. When J Lo decided to make the collection available in Mexico she made sure the brand was carried exclusively in the country’s largest department store.
La Tortillería, commissioned by the prominent retail chain, created the local brand for the Jennifer Lopez Collection. Based on the targeted demographic —confident and intelligent young women who wish to dress comfortable as well as look good and fashionable— the studio produced a strong, versatile and timeless image.
The logotype, heavily inspired by the artist’s outward personality, incorporates smart and appealing elements that resonate very well with the desired target. We used a modified Grotesque MT Extra Condensed typography, its beautiful shape and narrow lines perfectly reflect the brand’s attributes. The black and white palette represents the collection's modern outlook and symbolizes its straightforward philosophy.
A vast array of brand carriers was also delivered by La Tortillería. The Jennifer Lopez Collection features many different items and they all needed efficient packaging and tagging solutions. Some of our design highlights include cases for jewelry, shoe boxes, shopping bags, zippers, perfume boxes, textile labels, price tags and wrapping paper. We also produced the script and storyboard for the launch video.
A strong and versatile brand designed for women, by women.
