Claire’s is a well-known accessories and jewelry brand that has been around since the 1960s. Their current brand is very outdated. In a world that’s full of similar brands, their outdated branding was not helping their sales numbers. The brand is highly tailored to young girls around the ages of 8-13 and needed to better reflect that. My goal was to create a logo that wasn’t a huge departure from their current logo, but it would be enough to elevate their brand. It needed to better reflect current trends while remaining timeless. It also needed to be fun, playful and energetic so that it could relate to such a young demographic.