Brand Attic

BRIEF

An affordable everyday fashion brand from LF Europe. Originally set up to bring together all of the Group’s brands under one roof, the brand has only gone from strength to strength, trading successfully for two years as of writing and steadily increasing from two staff to sixteen. The Brand Attic identity had become cluttered over time however, and as such we were tasked with rebuilding their identity from the ground up.

CONCEPT

Our new identity is centred around the notion of ‘life style’ – that is, Brand Attic’s commitment to quality and investing in brands of a similar mindset to their own, as well as them going out of their way to offer an effortless, uncomplicated e-commerce experience that educates customers and enables them to live style, even if fashion isn’t part of their lifestyle. With this brand ‘why’ or reason for existing established, along with new values, a rewritten elevator pitch and so on, we set about creative a contemporary identity with comprehensive usage guidelines – making sure that the brand toolkit we provided was coherent enough to pass over to Brand Attic’s in-house creative team and have them hit the ground running making use of our new assets.

The identity itself is clean and contemporary, shown in stripped-back black and white that never overshadows Brand Attic’s latest campaign photography. We make use of two contrasting fonts on every one of Brand Attic’s touchpoints. The male-orientated font is the geometric sans typeface Moderat Bold, while the female-orientated font is a more aspirational serif typeface in the form of Publico Italic.

EXECUTION

The first campaign, featuring photography from Pip Rustage, has been rolled out to Sky’s AdSmart TV service, London Underground stations, Manchester Metroshuttle buses and railway stations throughout the UK and six and forty-eight sheets nationwide. The campaign makes use of a unique layering technique – highlighting details and naturally catching the eye simultaneously.