Karen Millen

Karen Millen

Karen Millen

Recut — Karen Millen branding

Description:

Redefining the Karen Millen brand which was facing increased stress at the upper end of high street fashion retail.

Intent:

Reposition Karen Millen to better reflect the famous precision cut and atelier model, its prime differentiators.

Who:

Garrett Reil with Beyond London.

Services:

Brand guidelines
Messaging
Campaign concepts and copy
Branding concepts / ideation
Brand book

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.

Karen Millen

— Before

Karen Millen

Karen Millen
Recut — Karen Millen branding
Garrett Reil with Beyond London.
Reposition Karen Millen to better reflect the famous precision cut and atelier model, its prime differentiators.
Garrett Reil with Beyond London.
Garrett Reil with Beyond London.

© Garrett Reil 2012-2022.
Some images are placeholders courtesy of client brands and partners and all rights remain with individual photographers and rights holders.