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.
Complementing our rebrand for the St. John’s Bay Men’s line, this rebranding of St John’s Bay Women for JCPenney takes a contemporary approach to timeless classics that work across all occasions and seasons.
