The consultancy has developed the new identity as well as the website homepage and brand collateral including the look-book and swing tags.
Plum Brands director Lori Rosenwasser says the identity is based on the concept of ‘strong feminine’ as well as the notion of contrast, and using contrasting elements.
Rosenwasser developed the strategic direction for the brand, while designer Raya Ghattas-Edde worked on the art direction and design.
The brand identity is based around a wordmark offset by an abstracted ‘M’ symbol, while brand applications are based around the concept of layers. Plum says this creates ‘windows into the intriguing world of the Muubaa women.’
The new identity is launching this week with the redesigned website.