Browns Fashion rebranded for first time in 40 years

The new packaging features the redesigned serif logo at the bottom, creating a “cut-off” effect.

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Spring has rebranded fashion retailer Browns, including a redesigned logo, packaging, store design and website.

Founded in 1970, it is the London-based retailer’s first rebrand in 40 years, with the aim of reflecting the history of the company while also “emphasising the future”, says executive creative director at Spring, Robin Derrick.

Store signage and packaging including shopping bags, swing tags, boxes and gift cards have all been updated with the new branding, placing the redesigned serif logo at the bottom of the packaging to create a “cut-off” effect.

Speaking about the inspiration for the packaging design, Browns CEO Holli Rogers, says: “Being a multi-retailer, we stock a lot of designers, so the logo sitting unexpectedly at the bottom of the bag represents the idea that we are a container for those brands and we provide a foundation.”

The interiors of the flagship Browns store on South Molton Street, London have also been updated to include a new shoe area, and the relaunched website puts more emphasis on editorial, social integration and functionality, says the retailer.

The rebrand has now rolled out across all touchpoints.

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