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 reintroduced 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.