St. John’s Bay Women logo Exhibit

St. John’s Bay Women logo

Wink brought JCPenney's St. John's Bay women's line back to life with a new logo.

JCPenney’s private-label brand, St. John’s Bay, resurfaced its women’s line after social media users voted it the most-missed label at the department store. Based on the success of the men’s line redesign last year, the women’s line received a complementary, yet differentiated upgrade. Design firm Wink developed a contemporary design for the women’s line of timeless classics.

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