JIMMY CHOO

Using brand design in propelling Jimmy Choo to the status of a global luxury brand

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jimmychoo.com

Since the opening of its first store in London in 1996, Jimmy Choo has grown to become a leading luxury shoe specialist. Jimmy Choo has a unique, compelling brand which is globally recognized.

Exterior view of a Jimmy Choo storefront with a glass door and illuminated sign above.
A woman walking on a Parisian street, near the Eiffel Tower, wearing a black blazer-style dress, pink high heels, and holding a silver handbag, with a background of historic Paris buildings and a cloudy sky.

Jimmy Choo approached SUM to deliver a brand identity, packaging and marketing collateral to establish Jimmy Choo as the go-to luxury brand.

At its core, this required a considered luxury brand strategy capable of sustaining desirability across international markets.

A woman in a strapless black dress walking down stone steps at night, carrying a black handbag, wearing knee-high striped beige and black high-heeled boots, with a stone balustrade in the background. The left side of the image features the text "JIMM
White Jimmy Choo shopping bag with black text logo on black background.
Blurred reflection of a person taking a photo in a mirror with the text 'JIMMY CHOO LONDON' on the mirror.

The resulting brand identity and packaging captured the fashion brand’s unique take on luxury. In less than ten years, Jimmy Choo has created a thriving international luxury brand and has a network encompassing 167 stores in 35 countries.

White box with black band and folded tab, labeled Jimmy Choo London, on a black background.
A woman wearing a white satin dress and carrying a white handbag with a chain strap, walking along a stone wall at night.
An iPhone displaying the Jimmy Choo website featuring bridal shoes and a wedding dress.
A woman in a black dress and patterned high-heeled boots standing on a city street, holding a white handbag, and a woman in a black dress with a denim jacket draped over her shoulder in front of a building with ornate architecture.

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