REFINERY29 - Holistic Rebranding

(text under construction) THE TASK Beyond a simple counter proposal for the widly discussed new logo of REFINERY29, the world’s most popular online fashion platform, I created this sustainable approach of a complete holistic identity for REFINERY29, the world's most popular online fashion resource even before www.vogue.com THE SOLUTION Instead of simply a fashionable logo that is rather puzzling than clear and which would be outdated sooner or later I created a brand concept that develops itself from the metaphor — ‘the best adress in town’ — the metaphor of a physical shop, bringing online user's experience back to the good old times by giving them trust and choice rather than nowadays common impression overload. I want the online user to get back to the feeling of sticking to it’s favourite store, a physical address, as his place to get the best pieces and insight on fashion. As REFINERY29 is still a reference/resource this approach broadens the possibility to go even offline and use the big market potential to sell a unique selection. Apparently currently this approach focuses solely on the advisory qualities of a physical store back in the old days, something that REFINERY29 does best. Furthermore I wanted a timeless logo design like other timeless fashion labels. That’s why I came up with this classy art-deco-esque logo that looks like a house number — the house number of the physical ‘best address’ — which is undeniable REFINERY29 — the world's most popular online fashion resource.

Current website
Fashionability of the current logotype
Confusing current logotype
Logotype
SHOP #2 — physical address evaluation (The Story)
SHOP #2 — physical address evaluation (The Story)
WEBSITE — new logo test (V2, black cut)
New website logo evaluation
Bags
Bags
Glass windows — logotype implementation experiments
Polaroids — logotype implementation experiments

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