Breathe the now
Danish fast-fashion powerhouse, Modström, achieved success with their ready-to-wear and outerwear collections by making the latest trends readily available. However, with fierce competition and the ambition of conquering new markets, Modström needed a stronger brand expression.
A unified identity with attitude - "Breathe the now" - was created to communicate their love of up-to-the-minute fashion, while providing a consistent brand attitude across otherwise visually diverse collections.
The wolf was chosen as a powerful and inspiring symbol and metaphor for Modström's instinct-driven approach to fashion. Linking the wolf's ears to the M in Modström's name creates a dynamic brand mark. A suitably 'wolfish' greyscale colour scheme, coupled with seasonal colours and abstract textures, set off the bright and bold product images.
In addition, the 'fracture in the iconographic symbol, is mirrored in headlines as well as imagery, where off-set text and double exposure photography add attitude and represent moments in time.