Studio Frith creates “playful” identity for Alexa Chung’s fashion brand

The branding features a strong, typographic logo based on the designer’s initials, and a “clashing” colour palette of beige and pink.

Model and TV personality Alexa Chung has unveiled the branding for her much-anticipated, eponymous fashion label.

London-based Studio Frith, whose client list includes Frieze Art Fair and Barber & Osgerby, was commissioned to design the identity, packaging and an accompanying launch campaign for the brand.

The bespoke word marque seen in the logo aims to be both “formal” and “playful”, says Studio Frith, with a sans-serif “A” gradually merging into an upside-down “C” shape to represent Chung’s initials.

This tongue-in-cheek approach is reflected in the launch campaign photoshoot, which was art directed by photographer Jon Gorrigan and sees models wearing jeans back-to-front and tops pulled right up to their ears to hide their faces.


The “AC” marque is applied interchangeably, at times appearing on its own and other times being repeated across an entire image like a “football chant” or “a festival anthem chorus”, says Studio Frith.

A main colour palette of dark beige and baby pink has been incorporated, while “clashing” colours including green, black, brown and aqua are used for accompanying materials such as clothing labels and packaging.

The simple box design used for the packaging is plain apart from the “AC” logo, while inside the packaging clothing items are wrapped in tissue paper printed with an image of a giant cat ornament.

The identity has now rolled out across all touchpoints.


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