Overview:

Scotch & Soda, the Amsterdam-born fashion brand known for its eclectic style and unexpected details, entered 2020 ready for a major evolution. I was brought in to help lead that transformation — redefining the brand’s identity, strengthening its creative foundation, and shaping how it would present itself across digital, retail, and campaign touchpoints.

Over the course of the engagement, I worked closely with their internal teams to rebuild the brand from the inside out. This included rethinking the logo and visual language, directing a full redesign of the global website experience, shaping the tone of voice, and guiding campaign and video development to bring the refreshed identity to life.

In March 2021, Scotch & Soda unveiled the new brand direction as part of an accelerated global expansion strategy that included fifteen new US stores and a dozen shop-in-shops. The work set the creative and strategic footing for that growth, giving the brand a more modern, expressive, and cohesive presence across every market.

Strategy

Scotch and Soda was preparing for a global refresh and needed a clearer, more contemporary brand system that could support both e-commerce and the rapid expansion of their retail footprint. My approach was to help unify the identity, tone, and campaign language so every touchpoint — from the brand mark to the digital experience — worked together with consistency and intent.

Working with their Amsterdam creative team, I focused on strengthening the core expression of the brand while protecting its personality. We refined the visual language, simplified how the brand stories were told, and built a framework that could support collection launches, seasonal campaigns, retail expansion, and broader global marketing needs. Every decision was made to ensure the new identity felt elevated, flexible, and scalable across markets.

Identity Redesign

The rebrand began with a full refresh of Scotch and Soda’s visual identity. I worked with their internal team to refine the logo, simplify the mark, and establish a cleaner, more cohesive design system that honored the brand’s Amsterdam roots while setting a stronger foundation for global growth. This updated identity became the anchor for all creative and campaign work that followed, guiding how the brand showed up across every market and channel.

Website Development

With the new identity in place, the next focus was translating it into a more elevated and intuitive digital experience. I directed the UX and visual direction of the website, building a modular system that brought the rebrand to life through cleaner layouts, stronger storytelling, and a more seamless path to purchase. This work aligned the digital storefront with the updated brand expression and supported the company’s expansion into new regions, particularly North America.

Video Production

As part of the rebrand rollout, Scotch and Soda needed a film that captured the feeling of the new identity and introduced the Fall/Winter collection with more emotion and clarity. I led the creative direction, shaping the narrative and visual approach so the film could serve as a central expression of the brand’s refreshed tone. The final piece became a key asset across retail, social, and digital, reinforcing the new look and voice.

Collateral Design

To complete the rebrand, I developed an extended suite of collateral that ensured the updated identity was consistently represented across global marketing and retail touchpoints. This included campaign materials, lookbooks, in-store signage, and digital assets — all designed to express the new system with precision and help the brand present a unified story as it expanded into key markets.