| Title | BREATHE THE NOW |
| Brand | MODSTRÖM |
| Product/Service | REBRAND |
| Category |
B01. LOGO DESIGN |
|
Entrant Company
|
MAKE® Copenhagen, DENMARK
|
|
Advertising Agency
|
MAKE® Copenhagen, DENMARK
|
Credits
| Kristoffer Gudbrand |
Make® |
Creative Director/Partner |
| Morten Brudholm |
Make® |
Strategic Director/Partner |
| Mike Collinge |
Make® |
Senior Designer |
| Helle Wagner |
Modström |
Chief Executive Officer |
Brief Explanation
Modström's value-for-money take on fashion is to follow the direction set by high-end fashion designers and make it widely available and more affordable. Therefore, their products and collections didn't carry their own design identity, making it essential to create a strong, differentiating and recognizable brand to build customer loyalty.
The Brief
The Danish fashion powerhouse achieved success with their ready-to-wear collections by making the latest trends readily available. With fierce competition and the ambition of conquering markets, Modström needed a stronger expression.
How the final design was conceived
A unified identity with attitude – “Breathe the now” – was created to communicate their love of up-to-the-minute fashion, while providing a consistent brand expression across otherwise visually diverse collections.
The wolf was chosen as a powerful symbol and metaphor for Modström’s instinct-driven approach to fashion linking the wolf’s ears to the M in Modström’s name. A suitably greyscale colour scheme, coupled with seasonal colours and abstract textures, set off the bright product images. In addition, the fracture in the iconographic symbol is mirrored in headlines and imagery, where off-set text and double exposure photography represent moments in time.
Indication of how successful the outcome was in the market
Modström has received very positive feedback from retailers at fairs and events saying that their expectations of the brand are now being met by it's visual expression. Sales personnel also report increasingly smooth sales processes in their face-to-face interactions with retailers, as the brand has become more strongly associated with 'edge' and 'attitude' above value-for-money, making it easier for retailers to sell on to consumers.