Karen Millen
Recut — Karen Millen branding
Description:
Redefining the Karen Millen brand which was facing increased stress at the upper end of high street fashion retail.
Intent:
Reposition a high-street fashion brand to better reflect its famous precision cut and atelier model, its prime differentiators.
Who:
Garrett Reil with Beyond London.
Services:
Fashion brand redesign:
Attracting a new generation of customer to a high street fashion label whilst consolidating the loyal base. A redefinition of the brand essence led to a subtle, yet distinctive new logotype. And, a change of colour balance brought a more minimal premium look — a fresh white brand world with distinctive accent colour.
Challenge
A fashion brand at the ‘top end of the high street’, Karen Millen was being squeezed by changing buying patterns.
Brand Promise
Democratising Luxury
Brand Essence
Think perfect, create extraordinary
Solution
A crisp, elegantly redefined brand, aligning the new precision in brand identity with KM’s famed garment cut and design credentials.
Karen Millen
— Before
