BONIA

Overview
Bonia Corporation is an established luxury fashion retailer with over 700 outlets across Asia. In 2020, Bonia approached our agency to lead a corporate rebranding effort that spanned packaging, digital platforms, and content assets. My focus was on evolving the brand’s visual language for web and social media, and elevating the UI of their e-commerce experience.

The Brief
The goal was to reposition BONIA from a traditional, slightly dated fashion house into a modern, aspirational brand. The transformation would begin with a new art direction for their catalog and extend across their digital platforms—particularly their e-commerce experience and Facebook presence. The new identity needed to reflect BONIA’s luxurious heritage while appealing to a younger, style-conscious audience.

Visual Identity Development
Bonia’s original palette leaned heavily on earthy tones. To strike a balance between lightheartedness and luxury, we introduced vermillion, gold, and green—at the client’s request—but softened them with complementary eggshell pink and sage. This created a sense of elegance without skewing seasonal or overwhelming. The typography system was also refined to include a modern serif font that conveyed both clarity and sophistication.

UI/UX Approach
For the web experience, I designed a refreshed landing page and updated key e-commerce pages to reflect the new brand direction.
1. We focused on clean, open layouts that showcased Bonia’s photography and products with minimal distraction.
2. The visual tone was curated to resemble a digital photobook—inviting users to explore collections through aspirational imagery rather than dense information.
3. Layout decisions prioritized white space, image-led storytelling, and a clear hierarchy that emphasized product over promotion.

Outcome
The rebrand brought BONIA into a new era where timeless fashion met digital minimalism. The refreshed UI and visual language helped reposition BONIA as a contemporary brand without losing its luxury appeal. It contributed to improved user perception, greater social media cohesion, and a more refined shopping experience across its online platforms.