For the refresh of C&A’s brand identity, Berlin-based illustrator Daniel Ramirez Perez created an illustration system comprising more than 40 individual artworks. The illustrations are used across a wide range of touchpoints and have become an integral part of the fashion retailer’s updated visual identity.
The result is a distinctive visual world defined by clear geometric shapes, bold colours, engaging characters, and a comprehensive set of icons and graphic assets for promotions, customer service, shopping experiences, rewards programmes and brand storytelling. The goal was to develop a visual language that feels warm, inclusive, contemporary and versatile while remaining recognisably part of one cohesive system.
"As part of their refreshed brand identity, I created a library of more than 40 illustrations designed to live across a wide range of touchpoints. C&A is a fashion retailer for the whole family, so the challenge was to develop a visual language that feels warm, inclusive, contemporary and versatile while remaining unmistakably part of one cohesive system. Always rewarding to see illustration become an integral part of a brand experience rather than just a decorative add-on.
Alongside a cast of characters, the project included a wide range of graphic icons and visual assets covering promotions, rewards, customer service, shopping experiences and brand storytelling. The aim was to strike a balance between functionality and personality – creating illustrations that communicate clearly while adding warmth and character to the brand." Daniel Ramirez Perez
Daniel Ramirez Perez works internationally as an illustrator, designer and creative director. His clients include Lufthansa, Sony, Iberia and Condé Nast. His work sits at the intersection of illustration, branding and visual identity design, characterised by a strong focus on simple, distinctive forms and clear visual storytelling.