CHER’17 is a Ukrainian fashion brand. The goal was to translate brand's simple and chic essence into a new experience. We kept the logo as a heritage but put it in a new style environment.
Design system had to become the foundation for everything: from the website to packaging materials. After a series of meetings, we defined the core feeling behind CHER’17 — refined elegance that isn’t afraid to take risks. That became the emotional lens we used while building the design system.
Key request from the client was to create a brand mark that felt truly iconic. We went through dozens of iterations in search of “the one.” When the final version emerged, Cher'17 team instantly said it was the right one.
The mark represents a simple, elegant flower formed from the letter “C,” the first letter of the brand’s name. At the same time, it subtly echoes the shape of cherry stems. It’s self-contained and works beautifully on its own as a visual accent and a delicate detail that captures the femininity, lightness, and sensuality of CHER’17.
In fashion, typography tends to be more flexible than in many other industries. Type choices and design systems evolve more frequently, adapting to collections, context, and shifting trends. That’s why we created a structured foundation while intentionally leaving space for creative flexibility.
The brand’s primary typeface is TWK Lausanne Pan. Its forms and proportions echo the geometry of the logo, resulting in a cohesive visual system. It comes in three main weights: bold, used for large headlines that add visual tension; regular, the most versatile, maintaining balance and gently supporting content; and functional, designed for small sizes and fine print.
In addition to the core typeface, we introduced a calligraphic accent — Sloop Script Regular. It’s used selectively: for special events, limited collections, or collaborations where a sense of flair and emotional emphasis is needed.
We kept blue as CHER’17’s signature color, as it reinforces brand recognition. At the same time, we introduced a set of utilitarian tones to bring balance across the interface and core functional elements, allowing blue to feel more refined. For seasonal drops and special projects, we defined additional color palettes to give the system greater flexibility.
We designed CHER’17’s identity with the understanding that it needs to live across various surfaces and contexts. That’s why we developed assets for a wide range of brand touchpoints — from packaging to physical materials. We focused not only on formats, but also on materiality: paper, fabric, metal, transparent plastic, and cardboard. For a brand that aims to stay ahead of trends, experimentation is essential. So we deliberately moved beyond standard applications.
In our work with CHER’17, we found the balance between functionality and aesthetics. The user experience became intuitive: easy to navigate, shop, and pay. At the same time, the visual language remained refined, distinctive, and full of character. Function brings simplicity. Identity brings chic.
