Making fashion make sense for F&F
Quality fashion at supermarket prices? Makes sense...
A visual identity refresh for Tesco's accessible fashion line F&F that coincided with a new brand platform of 'Makes Fashion Sense' — a place that finds the balance between high fashion influences and supermarket prices — along with a new perspective on art direction and verbal identity.
The design language builds on the equity already in place for F&F with an exercise in distinction — a new 'viewfinder' asset born from the logo. Inspired by photography that is central to the brand's expression, the viewfinder becomes a flexible device that scales to format, frames a moment and houses the opportunity of focus for key information around prices and garment details.
Role
Head of Design
Period
2022–23
Agency
BBH
