ELEVATION AND ELEGANCE for an iconic fashion brand looking to connect with tomorrow's consumer
MAX&Co is a bold and vibrant contemporary fashion brand, born in Italy in 1986 as part of the MaxMara group. Their clothes are artfully simple, beautifully crafted and designed for modern life. Our work was to reimagine and energise the brand, bringing back their unique spirit in order to live up to their mission of making everyday fashion extraordinary.
We developed a visual language that made room for energy and expression, more accurately reflecting the spirit of the MAX&Co brand. Colour played a transformative role. The brand had an existing palette of pinks which, within the fashion space, felt safe. We instead choose to dial up the frequency, to embrace red as the key brand shade. It instantly felt iconic; more fiery and confident.
Taking inspiration from their original logo, we imagined a more playful experience–cutting it up, focusing on micro details and exploring movement.