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Chic and Timeless:
Hoola Hoola's Leather
Handbag Branding Story

Branding

Communication Design

UI/UX Design

{ Project Overview }

We developed Hoola Hoola’s brand story and identity to express its playful Italian spirit, personalisation, and bold sense of imagination.

Designed in Venice, Italy, Hoola Hoola handbags are crafted from special resin and can be customised with a wide range of adornments. From luxe leathers and fabulous furs to glittering metallics, each bag becomes a personal expression of style and creativity.

To support this distinctive positioning, we shaped a brand identity that communicates Hoola Hoola’s values and personality with greater clarity and impact. The result is a brand experience that connects with both external audiences and internal stakeholders while celebrating individuality, confidence, and self-expression.

{ Creative Challenge }

A fashion retailer lacking a distinct identity to express its personality and stand out

01
Hoola Hoola needed a brand story that clearly conveyed its position, values, and personality
02
Existing visual identity did not sufficiently differentiate them in a saturated handbag/fashion retail space
03
The lack of emotional connection in branding made it harder to build customer loyalty and recognition
04
There was no coherent identity system to unify all touchpoints, reducing the impact of brand presence

{ The Solution }

Developed a bold, personality-driven identity and story that elevates Hoola Hoola’s fashion retail presence

Created a brand story and identity that express Hoola Hoola’s values and fashion personality
Designed visuals that stand out in the handbag and accessories category to attract attention and distinguish from competitors
Introduced elements of personality in design (e.g. typography, imagery, colour) to build emotional connection with customers
Standardised the identity across touchpoints to ensure consistent presentation and stronger brand recognition across physical and digital environments

{ Brand Positioning }

We defined Hoola Hoola’s brand essence as a platform for self-expression, allowing each product to reflect the customer’s emotions, personality, and imagination.

Built around the idea of “I Feel Hoola Hoola,” the brand celebrates the many moods and personalities that customers wish to express. Each Hoola Hoola product becomes more than a handbag, it becomes a personal statement that customers can relate to and identify with.

With its interchangeable bag components, customers can create unique combinations based on how they feel on any particular day. This flexible approach reinforces Hoola Hoola as a playful, expressive, and customisable brand for those who do not want to settle for a single design.

{ Brand Identity }

We shaped Hoola Hoola’s brand identity to balance elegance, personality, and playfulness through a distinctive visual system.

The identity uses Gentium as the primary serif typeface, supported by Quattrocento Sans for a classic yet approachable look. Notera, a handwritten-style typeface, adds a more personal and expressive touch to the brand, reinforcing Hoola Hoola’s spirit of individuality.

The colour scheme combines light and neutral tones with brighter product colours, creating contrast while maintaining a sense of calm, class, and elegance. Diagonal, horizontal, and vertical graphic divisions are used to highlight differences and similarities across visuals, forming a flexible system that can also be extended into supporting graphics.

{ Brand Touchpoints }

We developed Hoola Hoola’s brand touchpoints to ensure its story, identity, and personality are communicated clearly and consistently across every application.

A comprehensive brand guide was created to provide clear direction for the brand’s expression. This included the brand story, logo usage, visual style, colour palette, tone of voice, and application samples to guide accurate and consistent communication.

We also provided art direction for Hoola Hoola’s product photoshoot and designed key brand touchpoints, including envelopes, poster advertisements, and the website. Together, these applications bring the brand’s expressive and playful identity to life across both print and digital platforms.