JAN: butterfly metamorphosis

Iryna Stetsevych, Marketing Strategist, Brand Strategist Iryna Moroz, Project Manager Yurii Parypa, Senior Graphic Designer Iryna Kuts, Middle Graphic Designer

The client’s brief was to rebrand one of the largest niche perfumery chains in Ukraine — JAN niche concept, representing 75 brands, most of which are exclusively available in the country through the chain. The company recognized that its existing identity no longer reflected the brand’s level or its ambitions. The client sought a systemic transformation that would convey the premium nature of the network and its openness to new horizons. The rebranding is built around the brand’s core symbol — the butterfly. We reinterpreted its form, making the mark more restrained and mature: it reads both as a butterfly and as a decorative ribbon, emphasizing the emotional aspect and the culture of gifting inherent to the niche perfumery segment. The transition to Latin lettering highlights the brand’s readiness for scaling, while the inclusion of the descriptor “niche concept” and the founding year reflects continuity and experience. The curves of the logo became the basis for a unique pattern that unifies the entire identity. The color system is built on a monochrome foundation — black, white, and an accent of “rose gold.” This approach takes into account the wide range of printed and merchandise applications while ensuring recognizability and consistency across formats. The new identity functions holistically and adapts to any format — from social media and digital platforms to offline stores, merchandise, and advertising materials, including banners and billboards. To present the new style, visual assets for social media were developed, enabling a consistent rollout of the rebranding in the public space and ensuring cohesive communication with the audience.