After 15 years luxury menswear brand Autason, had built a reputation for dressing the more decerning urban gentleman. But with an ambitious expansion plan, and the announcement of a new street fashion range, it was time to refresh and relaunch the brand.

To comprehensively relaunch the brand and roll out the new image to all channels, both online and retail.

We took the original French inspiration for the brand and built an entirely new mythology. We evolved the logo and core brand identity, developing an association with 3 legendary peaks within the French alps. We created the new slogan, “From the Summit”, and made a brand film about the legend of the brave men who would demonstrate their love by scaling the mountains to pick the edelweiss flower. We extended the edelweiss motif and created patterns and other imagery for use across the brand and its products.

We rolled out the new identity to all channels, both online and offline, and even developed the new Autason e-commerce site.

Finally we created an Autason Black identity for the new street fashion brand, with a young, casual style.

Behind the scenes