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.

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.

Before

Karen Millen

Karen Millen
Recut — Karen Millen branding
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.
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