Cherokee is an apparel company with over 20 brands sold in over 110 countries. They had outposts in mens, womens, boys, girls and baby though out the Target stores. They were looking for a refresh keeping the basic brand foundation. “Cherokee An American Standard” became Cherokee America. Scouring their global asset, this photoshoot with kids on the beach in Australia with horses set the visual tone. The refresh was applied across all departments. There were two type solutions. The kids departments were shown in all lower case. The mens and womens departments were shown in all caps.
