Aritzia – Identity

Studio: 2x4
Art direction & design:
Eline Mul and Donnie Luu
Creative direction: Sung Joong Kim
Partner: Michael Rock
Strategy: Margot Weller, Colleen Herman, Philippe Ostiguy

Vancouver-based fashion label Aritzia creates high quality garments for a global audience of young women.

Partnering with Aritzia, 2x4 worked on a full cultural analysis, examining the values defining the brand. 2x4's strategy imagined brand qualities that reflect the multivalent personalities and talents of every Aritzia customer.

2x4 brought these qualities to life in a full 360 rollout positioning plan, and in a total brand redesign including new logotype, typography, design systems, photography & copy guidelines.