Our strategy was infused with the code of flawless sophistication, in order to give labels : a sense of distinguished leadership as well as the perfect representation of a complex and unique multi-brand environment. It has an appreciation for details and sophistication, class and elegance. It is vital to acknowledge and appreciate aesthetic values and aspirations of the target audience in order to capture their serious interest.
This design is quite different than what we’ve come to expect in the fashion industry. Even the brand name is surprising – but, together with the design, is reduced to almost nothing. The result: a consistently well thought-out brand design that not only makes sense, but is so striking that it cannot help but be memorable. A strong brand design whose inventive take on the idea of »no brand« is appealing and compelling.