The client, JJBOXX, is a streetwear boutique clothing store that specializes in selling urban fashion. With a desire to attract a younger audience and stay relevant in the ever-evolving fashion industry, they requested a rebrand. The rebrand aimed to capture the essence of urban culture while reflecting the store's unique identity in Dallas. The goal was to create a more modern and vibrant brand image that would resonate with millennials. We thought it was appropriate to use the eye emoji as a secondary logo to signify the hype of new releases and the spirit of the brand.