British-based designer Rosie Sugden founded her eponymous label in 2011: an innovative luxury cashmere collection, designed and manufactured in Scotland. Her fashion-forward designs are regularly coveted in premium fashion magazines, such as Vogue, and the brand has designed exclusive collections for Harrods, Anthropologie, Liberty of London, Neiman Marcus and Net-a-Porter, to name a few.
After feeling like she had lost touch with her audience, Rosie sought our help to rebrand the business. The aim was to create a visual identity that resonated with the tastes of her millennial, female customer.
Supporting highly-skilled artisans based in Scotland, Rosie works with traditional and cutting-edge production methods in order to produce clean and simple designs in a variety of muted tones. The brand thus sits at the intersection between tradition and the contemporary.
These sentiments deeply informed the new visual identity and are expressed in the combinations of logotype and logomark, colour and texture, photography and messaging, and the way that these are applied across adverts, lookbooks, woven labels and swing tags.
There are two very distinct aspects to the Rosie Sugden identity: logotype and logomark. Rather than setting the brand name in something strict and minimal, we opted for an old-style serif. Its mixed widths and embellishments are hugged by a sans-serif byline. There's a charming tension between the stone-cut origins of the wordmark and the contemporary flavour conveyed by the byline's minimalism. The logomark was inspired by the embellishment on the G in the logotype. It captures something of a romanticised past, but with a contemporary eye for craft, quality and distinctiveness.
All packaging and collateral is 100% recyclable, plastic-free and sourced within the UK. The boxes are by Tiny Box Company, woven labels by Woven Labels UK and various collateral, including stickers and info cards, were printed by Hawick-based printer Richardson and Sons. The brand utilises a selection of papers from G.F Smith’s Extract range—a pioneering paper inspired by our environment.
Distinctiveness, both visually and conceptually, is pronounced and elevated further by the use of colours. The palette has both a retrospective and contemporary quality, and provides plenty of variation.
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