A collection of private brands logo designs from JCPenney. A variety of brands were redesigned as part of the transition of CEOs, to allow the brands to feel more in line with their different markets and values.
Belle & Sky is a fashion forward brand aimed a women in their late 20s and early 30s, with a comfortable but premium feel.
Strictly comfort is an older JCP brand whose identity shifted over the duration of the project. The early concepts showing an homage to the original logo with an updated look and feel while later evolutions served to operate more within the Athleisure space.