Luxury Contemporary Store
Distinguishing oneself in today's crowded fashion landscape is a challenging task. New brands must be skillful, precise, and self-assured when establishing their identity. 017, a new high-end clothing boutique, approached us to develop a brand identity that was futuristic, accessible, and highly sophisticated. Our goal was to create a brand that would stand out and embody their unique vision in the competitive luxury retail market. To connect with 017’s target audience—young luxury consumers who primarily engage with information through their smartphones—we recognized the importance of crafting an identity that translated effectively to mobile and online platforms. The boutique aimed to celebrate innovative and experimental fashion while remaining adaptable enough to attract a wider audience. Before starting this project, we conducted a two-day discovery workshop to identify the principles that would guide 017 in a challenging retail landscape. The insights gained from this collaborative process, along with numerous subsequent discussions, shaped each key deliverable and the foundation of 017’s brand. For the logo design, we opted for a reimagined Helvetica typeface, aiming for a clean and straightforward look that would remain relevant over the next five to ten years. The logo was versatile enough to serve as both the primary logo and a monogram, maintaining its appeal across online, mobile, print, signage, campaigns, and store materials. No detail was overlooked, regardless of the logo’s size or format. In designing 017’s online platform, we aimed to create a simple, intuitive, and responsive website that reflected 017’s intended interiors and facilitated a seamless shopping experience for customers.