Background & Key Issues

Soho Style is a hair accessory brand that started in Ontario, California, in 1998. It is a brand beloved not only by young girls but also by the professional, middle-aged women. Soho Style first targeted the US market, which had little interest in hair accessories, by introducing a 'butterfly pin' supplied from Korea. Later, when the pin appeared in the movie "Titanic" and was used by the lead character, it piqued consumers' interest. From that point, the company sought to expand their operations across the country. 

In reestablishing their identity, Soho Style sought to unify their design styles in order to have consistent communication with their customers. ​ 

Approach & Solution 

A unique brand design was needed for Soho Style to strengthen its brand competitiveness in the US market as well as to enter in the Korean market with a favorable force. Through stakeholder interviews, we redefined Soho Style's brand story and began building a brand image for effective communication. 

Main Task 

SOHO Style Brand Identity Renewal  

Process & Methodology 

​Research > Analysis > Design > Deliver 

Research 

Interview  

Workshop 

Storytelling 

Final Deliverables

SOHO Style Brand Identity Design Guideline​