In an effort to appeal to younger shoppers, Ron Johnson introduced the Canadian brand, Joe Fresh to almost 700 JCPenney stores across the US.
All of the locations opened with Joe Fresh Spring 2013 merchandise in colorful, modern style including dresses, t-shirts, denim and silk blouses. The Joe Fresh shops, exclusively inside JCPenney, had the same clean, simple design consistent with existing Joe Fresh stand-alone locations, including the brand’s signature orange logo. We developed the execution as an extension of their existing vibrant branding while adapting to our stores and evolving audience.
May 8, 2017