Firstly, imagine being asked by Alexa Chung to design her clothing brand identity - dreamy! Designed by Studio Frith, one of our long-standing favourite agencies who are obviously well known for their work with Frieze Art Fair.
Alexa Chung's new identity is a cute but strong, typographically-led brand. The initial mark is a capital A merging with an upside-down C to create the brand initials. We think the beige and brown colours used throughout the brand give it a nostalgic feel and a muted tone.
“Studio Frith took such a unique and inspiring approach to the creative process; taking the time to understand who I was, where I came from and importantly how I wanted Alexachung to be perceived through branding,” explains Alexa. “I remember leaving our first meeting thinking ‘they get it!’ and… lo and behold, they did.”
The weird but wonderful shoot by photographer Jon Gorrigan continues to give this quirky brand a fun-loving feel. The art-direction shows models with their jeans on back to front and jackets on inside-out - showing off the brand ident to it's full! A fun, tongue-in-cheek brand identity which shows Alexa Chung's personality throughout. Love it!