Selfridges —

‘Black is the new black’

Challenge: Selfridges’ own brand range was anonymous and fragmented and didn't echo the stores forward thinking and contemporary attitude. We were tasked with bringing the range up to date and bringing back the quality and luxury Selfridges are known for.

  • Structural packaging
  • Brand positioning
  • Packaging
  • Off-pack communication
  • Artwork & production

Solution: A totally unique identity that did not follow tradition and relied on the Selfridges name to reflect trust and quality, paving the way for Selfridges’ unique and extraordinary revival. The new look was iconic - it projected confidence, looked sexy and stood out from the crowd, fashion never tasted so good.

Tesco Finest

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