Lumsden identity for Peter Werth puts style before fashion

Fashion retailer Peter Werth is relaunching with an overhauled brand identity drawn up by Lumsden Design Partnership.

The fresh identity will roll out across Werth’s entire range of merchandise, spanning menswear, womenswear, shoes and accessories for the spring and summer collection. It will also brand his flagship store in Brighton. In turn, the identity will feature on all promotional, in-store and point-of-sale material.

Peter Werth products are sold in more than 455 outlets throughout the UK.

The strategy was to create a less masculine identity overall. The design uses a Franklin Gothic font, applied to a neutral background, presented in two different weights.

‘By keeping the colours neutral and the typeface simple, the brand is not overshadowed by fashion-led graphics or logos,’ explains Patrick Devlin, head of graphics at Lumsden Design Partnership.

Peter Werth launched his original menswear label in 1975, expanding into womenswear two years ago. The revamped identity comes as the retailer celebrates 30 years in the fashion business.