Handmade fashion accessories brand Flat Fifteen undergoes playful transformation

Undertaken by London-based design agency amStudio, the project reflects the brand’s evolving nature towards being solely focused on fashion accessories. By renaming the brand ‘Chooch’ – the nickname company founder Francesca Kappo was given by her uncle – the new identity evokes warmth and approachability. Appearing across its packaging, website and social media, hand-painted illustrations are key to the new design system and underline the brand’s authentic nature.