Faced with the rapidly changing fashion landscape, Xandres decided to conduct a strategic review.
Xandres is a classic, luxury fashion brand with a distinctive style and clientele. Faced with the rapidly changing fashion landscape, Xandres decided to conduct a strategic review which resulted in the creation of a complete brand manifesto. The strategic review also revealed a need for an overall change in the image, and for more character and personality. This would be brought about by the rejuvenation and restyling of the entire brand.
Today provided a whole new brand identity for Xandres. The first step was a subtle restyling of the classic Xandres logo with the crossed skis. The logo was redrawn in black/white and was also given a new accent in text, with the word "Belgium" added as an extra quality reference.
The use of the new logo and the associated, stylish typography were further extended into branded environments, such as shop facades, labelling and signage.
However, the greatest change was in the style of photography used. In contrast to the traditional fashion poses, Xandres will now be presenting "moments" featuring a strong contrast between the photo-shoot locations and the clothing and accessories shown. This new photography evokes authentic emotions that real people can relate to.
The result is a stylish brand with a classic and timeless feel.