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Virginia Liu

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 3
Faculty:
Lauren Cantor
Term:
2024 Fall

Esprit Rebrand

This project repositions Esprit as a movement-driven lifestyle brand for a new generation, translating its legacy of individuality and freedom into a contemporary system centered on motion, authenticity, and sustainability. The rebrand reframes Esprit not as a nostalgic comeback but as an active cultural platform—bridging heritage and future while emphasizing inclusivity, global consciousness, and fearless self-expression. 

Process:

Strategically, the work expands Esprit beyond apparel into an ecosystem of experience—including pop-up activations, digital storytelling, AI-assisted retail, and sustainable material systems—positioning the brand as a connector between community, technology, and responsible production. The rebrand centers the idea that fashion is not just product but participatory identity and global community building, aligned with the mission to help people “move freely, live freely, and express authentically.”

Project Website:
https://www.virginiaxliu.com/
Tags:
Branding,
Identity Design
The running-flower persona demonstrates how Esprit’s new visual language scales into a living system that expresses global connection, movement, and playful individuality.
This integrated digital ecosystem shows how the rebrand transforms Esprit into a narrative-driven platform that connects community, retail, and storytelling across touchpoints.
The mobile pop-up environment translates Esprit’s philosophy of movement and accessibility into a physical space that prioritizes experience, community, and modular sustainability.
The smart mirror interface reflects Esprit’s commitment to merging technology with self-expression, enabling personalized fashion discovery.
This free tote and keychain turn everyday carry into a symbol of Esprit’s movement, community, and freedom of expression.
These compostable product and communication assets embody the brand’s sustainability promise by embedding circular design and low-waste thinking directly into customer experience.
The fulfillment and post-purchase materials extend the brand mission beyond retail, reinforcing community, gratitude, and long-term brand relationship building.
A glimpse into the brand bible of Esprit's rebrand.