Claire’s rebrand reimagines the iconic jewelry retailer for Gen Z, evolving the brand from its childhood roots into an elevated, playful destination for affordable, high-quality jewelry. Through a refreshed visual identity, redesigned retail experience, and integrated print, OOH, and social campaigns, the concept blends nostalgia with a more mature aesthetic while introducing professional piercings and a pop up ear curation bar. By combining the childhood memories Gen Z grew up with and the quality and self-expression they seek today, the rebrand positions Claire’s as a brand they can grow up with, not grow out of.

Collaborated with Natalia Tannenbaum, Jack Morrow, and Savannah Preik.