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CHIX is a brand of women's bags and accessories with a bright, emotional character. At the core of the brand is a love for fashion, self-expression, and details that can change the mood of an entire look. CHIX speaks to girls who see accessories not as a utilitarian addition, but as part of their own style. The brand's visual image is built around femininity, light audacity, playfulness, and contemporary pop-fashion aesthetics.
CSG's task was to create a brand from scratch and develop a recognizable visual language for it that would work seamlessly both on the product itself and in communication. We developed the name, logo, and monogram, shaped the color and font system, created additional identity elements and branded patterns. A separate direction was the development of printed and packaging materials design.
The name CHIX is derived from the colloquial English "chicks" — a light and informal way to refer to girls. We shortened the word to a more graphic and independent form CHIX, replacing the ending with X. The result is a short, resonant, and easy-to-remember name that matches the brand's character and works well visually. The letter X became an independent graphic element and one of the foundations of the identity.
CHIX's corporate identity is built on the contrast of rich pink, lighter powdery shades, milky, and black. The main expressive element became handwritten typography with a deliberately lively, slightly careless plasticity. It makes communication emotional and creates a sense of spontaneity characteristic of the brand. The contrast of this graphics with more concise typography allows the system to remain simultaneously bright, modern, and functional.
For CHIX, we developed the main logo and shortened versions of the mark for different usage scenarios. One of the central elements became the letter X — it is used independently, forms branded patterns, and allows the brand to remain recognizable even without the full name. The additional CHIXBAGS version is used as a more emotional and product-oriented communication element, directly connecting the identity with the brand's main category.
For the brand, we designed branded printed materials and packaging: bags, cards, inserts, and additional items. The design was based on branded pink shades, X graphics, patterns, and large handwritten CHIX / CHIXBAGS typography. The packaging continues the brand's own character and turns the moment of receiving a purchase into a full part of the customer experience.
