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 a high-street fashion brand to better reflect its famous precision cut and atelier model, its prime differentiators.
Who:
Garrett Reil with Beyond London.
Services:
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.
Brand Promise
Democratising Luxury
Brand Essence
Think perfect, create extraordinary
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](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62f6567ebab2af4fc25f1b33_BRAND-Before%20-%20KM.png)
![Karen Millen](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62f65719e221ec6808cd78dd_BRAND-strategy-KM.png)
![Recut — Karen Millen branding](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62545cc0a0723825ee23c1b1_5e2824118fc2983b2a979bf2_new-logotype-karen-millen-garret-reil.jpeg)
![Garrett Reil with Beyond London.](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62f62bee85742fa23bb1b563_Karen%20Millen.png)
![Reposition a high-street fashion brand to better reflect its famous precision cut and atelier model, its prime differentiators.](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62545cc94c62c86b6f817cdf_5e2823fa427751717e79fa73_karen-millen-bag-new-brand-garrett-reil.jpeg)
![Garrett Reil with Beyond London.](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62545cd36703376f4d41a9d5_5e282713f239c6cec9bd7a07_Credit-Card-0523-2014-01-25.jpeg)
![Garrett Reil with Beyond London.](https://assets-global.website-files.com/5e25ae699b89b61d5d491fd4/62545cf78adb8859d29d1147_5e2826af321c3d0c54c4c0a9_km-monogram-skethces.png)