For Fred Segal, I designed a variety of branding elements, packaging, merchandise, store graphics, and storefronts that embody the brand’s signature laid-back, California-cool aesthetic. Established in 1961, Fred Segal has long attracted a diverse clientele, from locals to celebrities. My designs aimed to capture this effortless style, enhancing the shopping experience and reflecting the brand’s rich legacy as a pop culture icon. Each element is crafted to resonate with both longtime fans and new customers, making the Fred Segal experience memorable and inviting.