Being a house of high-end fashion brands, their own branding had to be distinct, stylish but simple to work alongside other known brands. It had to feel classy and timeless. Black is a strong colour in the fashion world, proven to work well. In addition to that we added a palette that compliments the brands they stock. We rolled out the new identity across various items including shop front, signage, bags, advertising, look book, labels, social media and website.
The new brand needed a suite of professional photography, which we shot, art directed and retouched with our own in-house photographer. The set of impactful images helped support a very successful launch and the initial push for the refreshed Amelie brand.