How do we modernise a brand without alienating its core consumer?
THE BIG QUESTION
FBB
While FBB was seen as a trusted value brand, it wanted to up its style quotient.
Business Objective
Over the last decade FBB has grown to be a major fashion brand with its own identity. While FBB was seen as a trusted value brand, it wanted to up its style quotient. The brand wanted to be seen as the go-to fashion brand for Indian youth wanting to ride the latest fashion trends. The brand identity and the experience, hence, required a refresh.
Design Strategy
To re-energize the logo to brew a younger, aspirational and inclusive brand for the fashionably sophisticated, while retaining the character of the logo. This translated into a design exercise where we rethought the nuances of the typeface – the serifs and the weight of the logotype.
A low contrast logotype with ovals bent to rectangular shapes helps to retain the characteristics of the original logo even with the minimized weight. The new logo is modern yet does not loose the affability of the old logo.
The refreshed identity is an independent logo liberated from the box which can be translated on the store facade by ensuring the identity is a stand out form.