Case Study: Lilly Pulitzer refreshes its brand identity with Pentagram

Lilly Pulitzer refreshes brand identity with Pentagram across 60+ retail stores

Lilly Pulitzer, the iconic American resortwear brand, sought to refresh its identity for a contemporary audience while honoring its Palm Beach heritage and the legacy of its visionary founder. The brand partnered with design firm Pentagram to undertake this sensitive update of its well-known, handwriting-inspired script logo.

Pentagram developed a new logo by drawing inspiration from archival scripts found in the brand's history, incorporating the best characteristics from previous iterations into a strong, simple, and powerful contemporary wordmark. The solution extended into a full identity system with dynamic graphic patterns and updated packaging. The refreshed identity successfully modernized the classic brand, which is now showcased in over 60 retail stores and continues to be a beloved fixture from Palm Beach to Nantucket.

Lilly Pulitzer