Farfetch unveils new brand identity with a global campaign

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Farfetch worked with Munich-based design studio Bureau Borsche to generate an entirely new cohesive visual system for the brand with the aim of building on its global reputation, while also resonating with its growing audience.

Luxury marketplace Farfetch is refreshing its brand identity alongside a new global campaign that puts its boutique business model “front and centre”. The campaign ‘Open Doors to a World of Fashion’ celebrates the businesses global community, while the overhauled website aesthetic aims to cement its place as a fashion authority in the luxury sphere.

The new “streamlined and modern” brand identity features a new logo, profile and ‘Fuse’ monogram. The refreshed feel it adds has a “more curated approach,” introducing more white space along with a new typographic palette that includes a bespoke typeface ‘Farfetch Basis’, designed in partnership with Colophon Foundry, alongside the more graphic font family, Nimbus and the bespoke monogram.

Alongside the new look, Farfetch have also established a digital framework to elevate the customer experience, whilst complimenting its extensive community of brands and boutiques. Holli Rogers, chief brand officer of Farfetch, said in a statement: “With our new brand identity, we wanted to introduce a forward-looking vision for the brand while honouring the Farfetch identity as a single and singular destination, powered by innovative technology, through which to access the greatest designers – established and emergent – fashion curators and most discerning boutique owners across the globe.

“Farfetch is now in its second chapter as a company, partnering with the world’s best designers and stores and we need an identity that reflects that. It marks a new era of expression, ambition and evolution. This is the perfect moment to build on our growth and our journey so far.”

Farfetch introduces its own bespoke monogram as part of new brand identity. The ‘Farfetch Fuse’ monogram is at the heart of the refresh and will act as an “integral communication tool” which it states will “connect the traditional fashion world with the needs of a dynamic digital company,” while acting as a “seal of approval” for its curated product range.