Charles & Keith Unveils Fresh Brand Identity and Launches L'initial Collection

Charles & Keith ‘L’initial’ collection campaign

Singapore's renowned footwear and accessories label, Charles & Keith, steps into a new era with the unveiling of its revamped brand identity. This significant transformation encompasses a redesigned logo, and for the first time in the brand's history, an emblem and monogram that will be a staple in its collections starting Spring 2024.

The refreshed visual identity aims to make its mark across various brand touchpoints, including retail environments, communication platforms, and packaging. Highlighting this new chapter is the introduction of the L'initial collection, a premium product line that epitomizes the brand's commitment to elegance and innovation.

The L'initial collection presents a blend of sophistication and functionality. Emblems grace the clasps of boxy shoulder bags and delicate chain wallets, adding a touch of luxury and identity to each piece. Furthermore, the new monogram finds its way onto an array of products, from mesh sling-back pumps to tie-around ballet flats adorned with satin ribbons, and even embroidered onto sturdy canvas bags. These items showcase the monogram in contrasting monochromatic tones, emphasizing the brand's attention to detail and design prowess.

Charles and Keith Wong, the visionary co-founders of Charles & Keith, shared their enthusiasm for this pivotal moment, stating, "We are excited to start a new chapter and present the redesigned logo in tandem with our first-ever emblem and monogram. Each element was thoughtfully designed, an ode to our beginnings with the inclusion of our initials, the ampersand reflecting the brand's natural duality."

This rebranding initiative is not just a cosmetic change but a strategic move that signifies Charles & Keith's evolution and its continuous endeavor to innovate and inspire in the fashion industry. By introducing these new elements, Charles & Keith reinforces its position as a brand that values heritage while embracing the future, offering customers around the globe a fresh perspective on style and sophistication.