With the idea of refreshing the assets of the F&F clothing brand, we wanted to distance the brand from its association with the supermarket world and align it more closely with the fashion industry. This involved crafting a refreshed brand identity that resonated with our new strategic positioning, to bring joy through clothes, building our style credibility in a fresh and exciting way. Framing these moments of joy and connecting it directly with the brand.

Design Director: Miriam Menendez / Head of Design: Andy Cooke