Twice is a Chinese fashion label formed by Tina Tian and Dr Mirko Wormuth in Beijing in 2007. Since the brand’s inception, Twice has grown to become one of China’s top accessories brands, establishing 16 stores in Beijing, Tianjing and Chongqing and has helped shape China’s emerging ‘fast’ fashion industry.
London's Socio Design was commissioned by Twice to rebrand its identity with the aim of building on its success in mainland China whilst simultaneously preparing for a move into international markets.
Socio explained: "Our comprehensive rebrand involved reworking existing visual language elements to take into consideration their new global target audience. We designed a visual identity that communicated their positioning of ‘special moments’ and ‘feminine confidence’ through an elegant new marque. This ‘wishbone’ formed the basis of the new scheme and was designed to act as shorthand for the brand. This was combined with a colour palette of pastel and grey tones to complete a simple, elegant identity."