Victoria Beckham

Embarking on a meticulous observation of the brand and its products seemed only natural when defining the new positioning for the up-and-coming Victoria Beckham label. Transformed, tweaked, and crystallised in a process of intense and engaged discussions with the client, the new brand identity features light letterforms and deliberate wide character spacing, reflecting an elegant and confident brand philosophy. Visual communication was enhanced by adding another layer to the brand experience and incorporating a sensual dimension into the packaging, a solution that led to developing different textures for each division to be embossed on paper surfaces. Victoria Beckham’s rebranding stood out for its sophistication and refinement but most of all for its resistance to overdoing and unnecessary complications.