Fashion Avenue
Style, on loan
A complete brand identity for a Shanghai fashion rental start-up: logo, brand book, stationery and store signage, developed with the client from first sketch to shop wall.
Project overview
Fashion Avenue was a new Shanghai business renting dresses, gowns and handbags from its own retail space. Launching into a style-conscious market, it needed a brand that felt as polished as the clothes it lent.
Studio White created the identity from scratch. We worked through an iterative process with the founders, exploring typography, colour and symbols and refining each round until the brand felt right: elegant enough for evening wear, warm enough for an everyday treat.
The final identity is built on two small details: an italic “f” and a red dot over the “i”. Around them we designed a complete system, from logo lock-ups and an app icon to stationery, packaging and the illuminated sign in the store.
Client
Fashion Avenue
Sector
Fashion rental
Location
Shanghai, China
Scope
Scope of work
Discovery
Working sessions with the founders to understand the customer, the collection and how a rental brand should feel.
Logo design
An iterative process exploring type, colour and symbol, ending in a wordmark with an italic f and a red dot.
Brand book
Logo versions, proportions, protected space, minimum sizes, colours, typography and an app icon, set down in one logobook.
Applications
Letterhead, bilingual business cards, shopping and garment bags, and the illuminated sign for the store.
Two details, one identity
The wordmark sets the name in an elegant serif with two signatures: the “f” leans into an italic, giving the name a sense of movement, and the dot of the “i” is picked out in Fashion Avenue red.
It works as a horizontal and a stacked lock-up, and as a stand-alone “fa” monogram in a red circle for the app icon and other small spaces.
From page to shopfront
The identity didn’t stay on paper. The illuminated Fashion Avenue sign in the Shanghai store gave the brand a real, physical presence, and the same look carried through to stationery and packaging. A new business launched with the confidence and consistency of an established fashion label.
Inside the brand book
Selected pages from the Fashion Avenue logobook, the reference for everyone who works with the brand.
Wrapped in the brand
In a rental business every piece goes out and comes back. We designed garment bags in black and white, with horizontal and stacked versions of the logo, so each dress travels in something that looks as good as it does.
