WorkGraphic Design

Socio Design's elegant brand identity for Twice, a leading fashion label in China

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.

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Twice branded packaging in pink, grey and cream featuring the wishbone logo on boxes and carrier bags with black rope handles

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."

Twice logo featuring a minimalist wishbone symbol in dark grey on a pale pink background
The word "TWICE" in serif typeface on a pale pink background
Three Twice handbags in black and blush pink arranged against a pale background, showcasing the brand's accessories range
Three Twice handbags in cream, blush pink and black, each featuring the brand's wishbone logo, arranged against a pale pink background
Twice accessories collection featuring handbags and a small crossbody bag in black, white, pink and grey tones arranged on a pale pink background
Close-up of a black pebbled leather Twice handbag with a gold zip fastener against a pale pink background
Twice branded leather bag detail showing black pebbled leather with gold zip pull and pale pink fabric lining
Four shopping bags in varying sizes featuring the Twice wishbone logo and black rope handles, arranged on a pink background
Collection of Twice brand identity materials in pastel pink, grey and cream, featuring the wishbone logo on boxes and packaging
Nine pages from Socio Design's brand identity system for Twice, showing the wishbone logo, typography specifications, colour palettes and application guidelines across various formats
Twice brand identity stationery and packaging displayed on a pink background, including letterheads, business cards and grey pouches featuring the wishbone logo
Illustration of Twice fashion store front with pink exterior, large windows, central entrance and wishbone symbol displayed in window
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