Sandy Liang

A brand book & online shop for a beloved New York fashion label.

Founded in 2014, Sandy Liang is a beloved New York City-based fashion label known for its nostalgic yet modern aesthetic, drawing inspiration from girlhood, grandmothers in Chinatown, and downtown cool. Despite its strong identity, the brand lacked a comprehensive system to unify its visual language.

Cotton developed Sandy Liang’s first cohesive brand system, refining a decade of existing elements. This included redrawing a kit of logos, designing a custom icon set, standardizing logo applications, establishing a clear layout system, and more. Cotton also created a series of templates for marketing and newsletters, all compiled into a comprehensive brand book for consistency.

Cotton also conducted a full UI/UX redesign of the brand’s online shop for both desktop and mobile, and oversaw its development and accessibility implementation to ensure an inclusive user experience.

Sandy Liang logos collection on a white background. Copyright Cotton Design, Talia Cotton

Sandy Liang image. Copyright Cotton Design, Talia Cotton

Typography

Color palette

Kaomojis in use

Layout

A flexible but strict system for placing the logo above imagery to guarantee simplicity and consistency

Sandy Liang Official Brand Book

Website Design

Sandy Liang Website Screengrab on desktop. Copyright Cotton Design, Talia Cotton

Four mobile screenshots from the Sandy Liang website design. Copyright Cotton Design, Talia Cotton

Website design on mobile

Newsletter Templates

Stationery & Packaging

Sandy Liang stationery example with pink envelope using script type. Copyright Cotton Design, Talia Cotton

Sandy Liang letterhead examples x2. Copyright Cotton Design, Talia Cotton

Sandy Liang business cards front and back. Copyright Cotton Design, Talia Cotton

Templates for both internal and external-facing corporate slide decks

Sandy Liang tags x4. Copyright Cotton Design, Talia Cotton

Two Sandy Liang white bags large and small on a white background. Copyright Cotton Design, Talia Cotton

Out-of-home Marketing

We developed a set of precise templates for digital and printed marketing to ensure the logo maintains its integrity, eliminating any uncertainty about its application while allowing it to adapt to a variety of images.