The Creation of a Fashion Brand
Florence approached Standout at the inception of their business. They had already established the name and the business structure but needed to create the brand identity for their exciting wedding shoe brand.
Positioned as an affordable but design-led wedding shoe option – Florence is competing against both higher end brands (Jimmy Choo / Bottega Veneta) and the lower cost high street brands. Their brief included references such as Chloé in terms of their simplicity of brand ID and typographic execution. The final brand identity was created, crafted and adapted from an original typeface. Once outlined our creative team affected the kerning (spacing between the letters), the outline shape of each letter and the serifs that came with the original sans serif font. The result is a clean, timeless and contemporary identity that compliments the brand effortlessly.
