A market leader in fashion accessories for over twenty years, Ajidou had built substantial brand equity. Yet its legacy visual identity struggled to resonate emotionally with younger consumers. Its brand core—"Everything Begins with Love"—lacked a concrete memory anchor; and its daily-wear accessories brand positioning lacked clarity. Meanwhile, its store environments, packaging, and promotional materials followed disjointed visual systems, weakening overall brand recognition.

We refreshed Ajidou's visual identity by rediscovering its DNA to create a custom "Heart-Exclamation" super symbol, a new lowercase logo, and a unified VI system for stores, collateral, and promotions. We also sharpened the brand narrative to anchor its positioning as a daily-wear accessories brand, infusing the symbol with emotional resonance—surprise and heartfelt connection.Driven by the super symbol, the new identity reinforces brand perception at every touchpoint. We helped Ajidou revitalize its brand image to win over young consumers and strengthen its market competitiveness.