"What if the brand kit changed with the seasons?... Just like our clothes."
This quote came from a journal entry of ongoing brainstorms for what Chayse could be one day.
Alongside this idea, I've dreamed to build something more than just an online store. We’ve created an experience that grows with you, shifts with the time of year, and tells a fresh story every season… without ever losing who we are.
How? Through what we call our seasonal brand kits—visual themes that evolve throughout the year, keeping the heart of Chayse consistent while letting the creative direction breathe and bloom in new ways for our story (and creativity) to continually unfold.
Not only do we get to flex some creative muscles, but we've never been one to conform to just one "style," so why did a brand have to?
Why It Matters
Just like your style reflects different moods, milestones, and moments… we believe our brand should, too. These brand kits are more than a marketing idea—they’re our way of infusing purpose into everything we do.
Each season brings its own rhythm—fall feels grounded and warm, winter leans into cozy richness, spring blossoms with lightness and newness, and summer radiates bold confidence. We reflect those seasonal shifts in the way Chayse looks and feels—from the colors you see on the site, to the way our collections are styled and presented, to the tone of the stories we tell.
Because your story doesn't stay the same—why should a brand have to?
Drop One: Digital Diary
Our first brand kit, Digital Diary, invites you behind the scenes of how the dream came to be.
It’s raw, real, and personal—based on the foundation of Chayse and the journey that brought it to life. The colors are neutral and soft, something that's inviting and approachable, just as we wanted it to feel for welcoming you in. The visuals in Digital Diary play into how the brand is more than just selling products, it's a full experience of creativity, fashion, organization, and inspiration.
Our tagline, "Where Style Meets Story," really comes to life in this drop. We hope you're enjoying it so far!
What’s Next?
Future brand kits will be completely new in color and concept—yet still unmistakably Chayse. One season, we may be leaning into the warmth and nostalgia of holiday dressing. Another, we may take you to the mountains with a Western-inspired palette and storytelling. It’s all part of creating an immersive space that evolves with you—visually, emotionally, and spiritually.
Because here’s what we've learned so far:
Your style is allowed to change.
Your life will shift, and your story will grow.
And we want Chayse to meet you in every season of it.