The Philo line was created entirely within the company, by highly specialized personnel, from design to model development, creation and packaging, up to distribution in all boutiques around the world. The transversal target allows us to interpret the suggestions of fashion to create garments with a perfect fit with particular attention to detail.
Philo, expresses its strength and sensitivity in proposing a personal and creative reading of current trends, reflecting the different personalities of the contemporary woman, with a multiple and multifaceted identity.
Particular attention is paid to the choice of natural materials, colors, and exclusive prints of the best Italian production chain.
Where starts the rebranding of Italian fashion company Philo? In Italian, filo means “thread”, the logo thus presents the sinuosity of a thread and the letter O at the ending represents the eye of the needle. A simple but functional concept.
The lettering of the logo wants to be classic thanks to its very beaten and elegant appearance due to the simple graces it presents. The colors are natural and bright, in order to best convey the values of the brand. The hangtag also represents the brand at its best, thanks to a thread that, taking up the compositions of Lucio Fontana, plays with the entire hangtag.
The new logo has been announced in November 2021. It’s based on Hook (Jo Malinis, 2020). The accompanying brand typefaces are the seriffed Nautila (Anne-Dauphine Borione, 2021) and the sans-serif Neue Montreal (Mathieu Desjardins, 2018).
- Agency/Creative: Philomoda
- Article Title: Philo Rebranding | 2021 by Philomoda
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Milano
- Market Region: Europe
- Project Deliverables: Art Direction, Brand Design, Brand Identity, Brand Redesign, Branding, Graphic Design, Lettering, Photography, Photography Styling, Rebranding, Typography
- Industry: Fashion
- Keywords: brand identity, typography, fashion
Art Director & Graphic Designer: Cosimo Miccoli
Photographer: Raffaele Grosso
Stylist: Giorgia Melis
Hair Stylist: Romina Pashollari
Model: Andreea Pancea