World of Charms is one of the brands in the Simayof family, and the only nationwide all charms boutique, selling items from $10 to $10,000. It had been noted to the CEO of the company, Sarit Simayof, that the World of Charms name sounded reminiscent of the Sunglass Hut, or Hot Dog on a Stick. It became the goal of the company goal was to bring in a talented young individual as their new creative director to rebrand the company with a new name, style, and concept that reflects their high-end products.

After spending over eight weeks creating and fine tuning custom calligraphy for the new company name that the CEO picked herself, Sarit Simayof, countless explorations were completed to define the new brand concept, vision and criteria with Sarit’s specific goals in mind, extending the new brand throughout the new store concept, to the package design, to the stationary and website.