Chooch

Project info / Insight:
Chooch, formerly known as Flat Fifteen. Founder Francesca Kappo no longer felt connected to her brand. Her business had shifted from making a mix of handmade fashion accessories and homeware to focusing only on handbags. It was time for a reset. With her bags soon to be stocked in the V&A shop as part of the first-ever Naomi Campbell exhibition. The brand needed clarity and commercial readiness without losing its handmade charm or personal story.

Challenge / Idea:
Build the identity around Francesca’s roots, craft, and playful personality. Use the spirit of handmade irregularity that becomes the creative thread that unifies the brand.

Design / Results:
The first major change was a new name: Chooch, short for Choochalina, a nickname given to Francesca by her uncle, who also supplied the first deadstock fabrics she used for her bags adding to her commitment to sustainability. Then the work on the logo began. I purposely misaligned double O’s to introduce a signature quirk that echoes the crafted nature of the bags. As a whole, the brand identity blends texture and refinement through hand-painted illustrations, stop-motion elements, tactile details and lens behind the scenes. Every touchpoint, packaging, labels, art direction, website and social, was shaped to feel raw, handmade and true to Francesca’s process.