Description:
Intent:
Who:
Fashion brand redesign:
Attracting a new generation of customer to a high street fashion label whilst consolidating the loyal base.A redefinition of the brand essence led to a subtle, yet distinctive new logotype. And, a change of colour balance brought a more minimal premium look — a fresh white brand world with distinctive accent colour.
Challenge
A fashion brand at the ‘top end of the high street’, Karen Millen was being squeezed by changing buying patterns.
Solution
A crisp, elegantly redefined brand, aligning the new precision in brand identity with KM’s famed garment cut and design credentials.
