Shaping the on-product identity of a global fashion retailer

  • Alex Cupial-Jones
  • Phil Marshall

Marmalade carried out a full Branding and Packaging review for the global online fashion retailer, to generate a consistent visual system to align key departments. Brand elements such as the colour palette, which goes from brown paper through greys and white to a dark navy, has been applied across both menswear and womenswear to ensure synergy. Distinguishing collections such as petite, curve and maternity was achieved through a series of keyboard glyphs, inspired by ASOS’s e-comm heritage.