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When client Fred Segal began its highly anticipated growth and international expansion, Brand Studio was tasked with designing the iconic retailer’s sensibility and DNA into new locations, new products and new experiences.
Fred Segal is beloved and recognized for its eclectic and luxe sensibility, while it maintains a “local shop” flair that is both original and welcoming. This was valuable equity to build on, especially in a world saturated with corporate global fashion brands.
Launching first in Tokyo, the work resulted in bespoke Fred Segal locations that embrace the unique character of each new destination. To export LA inspired culture to Tokyo, the Brand Studio created a unique haute street food concept called The Mart, complete with a Fred Segal food truck scene. Brand Studio was responsible for all branding execution – from packaging and custom environmental graphics to the design of Fred Segal Original products and brand extensions.