Saks OFF 5TH
Brand Narrative
Saks OFF 5TH brought on YummyColours to evolve their current identity, developing a cohesive branding design system for Saks OFF 5TH fitting the vision “WHERE FASHION TAKES OFF.” They needed an all-encompassing identity including wordmark, logo, typography, color palette, and other design components that could be adopted through all marketing channels such as their e-commerce platform, email marketing, social media channels, and in-store signage.
In alignment with their new vision and strategic approach centered around self-expression and inclusion, YummyColours took on Saks OFF 5TH’s challenge by first understanding the new target audience who was discovered to be fashion enthusiasts and trends devotees more prone to curating their own closet. Knowing this, we connected the individuality of the target customer to SO5’s new vision, reinforcing the playfulness around the use of “OFF” with the wordmark and logo. We then took to editorializing the typography in order to bridge the gap between their digital needs and physical needs. Lastly, we streamlined the color palette while creating a system big enough for use across their various programming.
Mock-ups shown are for illustrative purposes of YC's creative vision.
"YummyColours has played a critical role in evolving and modernizing the Saks OFF 5TH brand. Our collaboration started with developing a brand book and creative guidelines that would embody our new brand identity. Working with the YummyColours team felt different given their robust understanding of our brand and collaborative approach. They always presented new and fresh ideas, challenged our thinking, and were receptive to feedback. The result is a strong visual aesthetic that we feel enables us to take the Saks OFF 5TH brand to the next level."
Diego Marini
Lukas Weber
Anna Parnigoni
