FASHION DAYS
Fashion for real life — "the extraordinary of normality"
Fashion Days is one of the region’s leading online fashion retailers, part of the same Naspers-backed e-commerce group as eMAG. By 2020 it had scale and a strong catalog, but a brand that had grown faster than it had been managed: its appeal — the sense of being where fashion happens — had blurred, and its many touchpoints had drifted out of alignment. Brandient’s brief was to sharpen that appeal and bring order to it, positioning Fashion Days as the fashion platform of choice for a broad, multi-segment audience.
The idea that anchored the work was "the extraordinary of normality" — that great style is not reserved for special occasions but belongs to everyday life, made effortless and available. It gave the brand a voice that is relevant and authentic, spirited and witty, without the aloofness fashion brands often affect: fashion for real life, not the runway.
The identity expressed it through a flexible logo and visual system built to move at the speed of the category. Fashion moves in the moment, and so does e-commerce; the system was designed to keep pace — agile, creative and endlessly adaptable — celebrating the fashion culture of now inside the convenience culture that shapes how people shop: instant, inspiring, always on. The result gave a fast-moving retailer a brand as current and flexible as the market it competes in. The work was recognized with a REBRAND 100 Merit (2024).
Client:
Dante International,
Naspers Group
Industry:
E-commerce
Project type:
Rebranding — Brand Upgrade
Date:
2020
Services:
Brand Audit; Brand Positioning; Logo and Visual Identity Program; Digital Design; Corporate ID Program; Communication Design; Brand Guidelines
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