Redrawing and redefining a British menswear classic
After working on two successful clothing campaigns, we were asked to refresh the Farah brand as a whole. We looked at their visual identity, garment labelling, retail concept, internal communications and photography style, all of which needed to be brought in-line with the trend-led direction of the company.
Following an in-depth analysis of the company history and its current offer, we suggested that – due to no longer being a retro-inspired brand - the word ‘Vintage’ be dropped from the name altogether. The logotype ‘Farah’ was then re-drawn with unique typographic features.
We also developed an update of the iconic ‘F’ mark which through years of reproduction, had become rounded and imperfect. We re-introduced the more defined features that once gave the mark its original personality and flair. By chiselling the edges of the letterform and re-working stroke thicknesses and curves, the character now looks like a brush stroke or a hand-drawn signature.
The new identity and reductionist way of thinking was then applied to garments and labels, stripping back all unnecessary branding until only the logo and famous F-tab remained. New swing tags, metalware and packaging were created and the aesthetic was also transferred into store fit outs, retail concessions and across all digital touch points.