Iconic 1970s brand Puffa is set to unveil a revamped identity by NB Studio as it moves to modernise its image and reclaim its brand equity.
The identity will roll out this week across a ‘teaser’ collection of 300 limited-edition coats and will be applied to merchandise, packaging, advertising and brand guidelines, says NB Studio creative director Alan Dye.
The work is also expected to launch across Puffa’s Country Collection and a nascent range of fashion-led men’s and women’s clothing next year.
Puffa chief executive officer Paul Botterill says it is hoped the brand’s refreshed identity will reflect how ‘design driven’ Puffa’s products are becoming and will re-establish the company as the original, trademarked purveyor of puffy, quilted jackets.
‘Every year, about 60 companies, from corner shops to Donna Karan and Tommy Hilfiger, infringe our trademark,’ he explains.
The new-look identity is more ‘refined and elegant’ than Puffa’s old sausage lettering, according to Dye. ‘We went for the antithesis of the word puffy,’ he says.
A broken white line at a 40-degree angle represents Puffa’s new signature stitching, designed specifically for the relaunch and to be applied to the brand’s clothing from this year, he adds.
Black and white colourways ensure the contemporary range sits comfortably alongside high-fashion brands.
NB Studio won the work in August. There was no pitch.