Case Study
Fite Fashion
Fite Fashion
We worked with Michelle Fite to design a brand to reflect her sustainable luxury clothing company, Fite Fashion. In addition to design, we also helped to source packaging options (including dress boxes, shopping bags, and hang tags) that were created from recyclable materials.
Michelle Fite created Fite Fashion to combat fast fashion and launch a clothing company that does not compromise sustainability or ethical practices for design. Fite Fashion designs and creates elegant formal and semi-formal wear for women using the highest ethical and sustainable practices available.
The Fite Fashion team came to us soon after the company’s launch to create and design a brand that represented who they are.
SCOPE OF WORK
- Logo and Identity Design
- Brand Guidelines
- Branded Assets, including Stationery, Business Cards, Envelopes, and Stickers
- Packaging, Tissue Paper, and Hang Tags
LOOKING THE PART
In such a competitive and visual industry, we knew their brand needed to look the part. Whether it was on their website or at a trade show, we wanted to make sure customers felt confident in the quality of the piece and the company.
A great brand balances between accurately representing the company while also creating something visually pleasing and recognizable for the client.
Using examples Michelle saw as inspiration this mood board served as a way to present and initially define the feel of Fite Fashion.
With more value-driven, industry research we presented Fite Fashion with a logo research grid to understand things that strike and what stood out. The logo was chosen in a three-round process. One concept was chosen from three different ones. From this one, three new variations were presented until the final concept was decided on.
DEFINING THE STANDARD
The logo is one of the first things a customer will see regarding your brand but it’s not the only one. Once Michelle had a logo she felt confident in, we went to work on other representations of the company.
Typography is a driving force in all forms of communication art. It plays a key role in portraying the tone and quality of the brand. Like the pieces that Michelle designs, Fite Fashion needed type that was strong, elegant, and refined.
Color is one of the first things the brain will interpret. 93% of customers are influenced by color and visual appearance. It was important to create a color palette that not only reflected Fite Fashion but also created an impression that lasts.
Consistency within the brand is a key factor in making sure customers trust and remember you. To keep Fite Fashion consistently represented, we created a brandbook.
Consistency in Design, With a Conscience
The brand book also includes guidelines for marketing and sales collateral. We wanted to make sure that all forms of communication reflected Fite Fashion exactly.
Branding Done Sustainably
With the company only just starting, it was important to us that we provide options that are as economically feasible as possible. But this was only half the puzzle, we made sure that the branded assets we designed and created were as sustainable as possible.
The packaging that dresses come in, the tissue paper they are wrapped in, the stickers on every gift bag are all made from recycled materials and fit the ethical and sustainable standards that Michelle and Tom strive for in their own company.
