SAKS OFF 5TH
Category: Brand Refresh
Creative Direction: Diego Marini
Project Management: Anna Parnigoni
Photography: SAKS OFF 5TH
Tasks: Brand Design, Brand Identity System, Logo Design, Art Direction, Packaging, Print Design, Digital Design, Design Guidelines
In order to appeal to a younger, fashion-minded customer, we collaborated with the luxury retailer SAKS OFF 5TH on their rebranding. We developed a flexible brand design system that emphasizes the connection between the logo mark and the new tagline "Where fashion takes OFF“.
The refreshed brand design highlights inclusiveness and diversity with fresh, youthful imagery. It is marked by the brand’s evolved visual identity with a refreshed color palette and an updated SAKS OFF 5TH logo staying true to the brand’s history.