Joelle Hawkens was launched in 2012 out of a desire for an affordable handbag collection made of the most sumptuous leathers. Focusing on functional, cool, distinctive design. The Joelle Hawkensgirl is a lot like us--rooted with both an east coast sense of style and a west coast ease, she is an urban nomad with a spirit for adventure, a taste for quality, and an unmistakable sense of style.
LTAG came on in 2014 to reinvent this brand, and bring it into a more competitive, consumer relevant, platform. We had to reset the drawing board…literally. Starting with new updated silhouettes and hardware, using better quality leathers from our extensive materials library, while staying at an affordable price-point by using our partner factories. We also had to reinvent all packaging, Brand DNA, and their website both front end and back end remodel. We created modern, current content, and enlivened their social profiles.