Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
To create a new iconic brand image, with its own character and identity, that positions it in a differentiating way within the world of men's fashion, without losing the essence of a brand with a long history in the sector.
A figure with history.
The challenge when designing the logo was to recreate a figure that represented Fernando de Cárcer's alter ego, communicating the style and essence of the brand's garments.
That's how we started sketching different sketches until we came up with the iconic and definitive figure that would represent the brand.
Modernity and tradition
To preserve the essence of the typography that for so many years had represented the brand, we made a more updated reinterpretation of the letters, making them more slender and keeping the internal lines now in a simplified way, surrounding the stroke of the letters in an incomplete way.
As in the store itself
We designed the ecommerce with all the products offered, categorized according to their type of garment. An intuitive website where we applied the new art direction applying a minimalist and modern design.
We introduce an option within each product to make alterations in the garments in a simple way. At the same time there is also a section available to acquire the total look of the model in an automated way.
Conclusion
This is how we managed to take Fernando de Cárcer to a new stage as a brand, defining an iconic image that preserved its traditional essence but at the same time brought it up to date to bring it closer to a younger audience without moving away from the more adult one it already had.
