Building on the strong performance of its phone-case category, PITAKA has expanded into a broader ecosystem of lightweight everyday carry accessories—developing a portfolio of products tailored to diverse travel and mobility scenarios.

The core driver behind this brand refresh is the need for a more cohesive identity: one that clearly communicates PITAKA’s evolution from a functional digital-accessories label to a lifestyle brand defined by simplicity and lightness.

To support this shift—and to meet the growing complexity of brand touchpoints as the business scales—we rebuilt PITAKA’s visual identity system, including its graphic language, color strategy, and advertising imagery, and rolled the update out across key touchpoints such as packaging, marketing communications, and e-commerce.

The new logo is designed to become a key brand asset—an essential visual element that reflects PITAKA’s origin story of growing from a single yarn. The update positions the logo as a connective anchor across varied use contexts: it expresses the brand’s core values, aligns with future direction, and delivers a unified yet layered visual experience.

As part of the core brand assets, we established the foundations of PITAKA’s visual strategy. The refreshed advertising imagery works in tandem with the broader identity upgrade, helping the brand transition holistically from a “functional, digital-first” impression toward a lighter, lifestyle-led expression.

Color plays a pivotal role in the new system, reinforcing PITAKA’s qualities of simplicity and lightness. Instead of relying on a single signature color, we curated a full-spectrum palette and defined how colors combine—building a color system with rhythm that integrates the felt experience of the products into the overall visual language.

In China’s mature and highly competitive e-commerce landscape—also one of the brand’s most important consumer communication environments—PITAKA wanted an e-commerce system that could balance brand storytelling with commercial performance. Working closely with the team, we restructured the e-commerce framework so that the new experience narrates the brand story while delivering a distinctly “lighter” brand feel—strengthening emotional connection with consumers. Following the launch, the new visual identity quickly generated positive market feedback.