St. John Knits is a high-end luxury brand that was founded in 1962, on the premise of a simple and elegant knit dress. Since then the brand has evolved, but their collections remain effortless, alluring, and refined. Their core is in innovate knits and expert craftsmanship, using only the finest materials. Their brand and website needed to evolve as well, to reflect the same meticulous attention to detail as their products possess.
The primary focus of the rebranding and redesign was to elevate the overall aesthetic. Every design detail needed to be beautiful and compliment their products without being distracting or overpowering. Their website also needed a fresh perspective, with a simple and intuitive experience.
Working closely with the St. John Knits team, we transformed their brand look and feel. We made sure to keep their roots and history in mind, updating elements and details in subtle but powerful ways. We developed a language of clean, modern lines, a black and white color palette, and a combination of an elegant serif paired with a sans-serif.