London Fog

London Fog underwent a major transformation after being acquired in 2005. The new owners aimed to elevate the brand to the level of luxury fashion houses like Louis Vuitton, Gucci, and Prada. Despite having strong brand recognition among consumers, London Fog lost its way in the '80s and '90s. My role was to change the perception of the brand from being seen as a low-end mass-market brand to a high-end luxury outerwear company. The new owners quickly assembled a team of top-notch designers, salespeople, and marketers to redefine what a low-end fashion brand could become.

Designed at Hothouse Brand Group

London Fog Showroom

FASHION AND BRAND WORK HAND IN HAND

Working closely with the fashion designers and marketing team, we spent over a year meticulously recreating and reinventing the brand. We delved into London Fog's rich history and focused on its classic line of outerwear that dates back to the early 1900s.

London Fog Illustrations
London Fog Jacket and Identity
London Fog Hardware

CREATING AN ICONIC BRAND IDENTITY

To create a distinctive brand identity, we paid attention to every detail, from labels to packaging. The logo was designed to be simple, clean, and elegant. We chose a monochrome blue color inspired by Yves Klein, which brought contemporary energy to the visual system without overshadowing the clothes themselves.

London Fog Label
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Collections
London Fog Large Spreads
London Fog Hardware
London Fog Screens

A PATTERN-CUTTING ILLUSTRATION STYLE

The fashion Creative Director, James Thomas, developed a unique collage cut-and-paste illustration style that seamlessly integrated with the garments. This became a significant design element of the new brand identity and was proudly used whenever possible.

London Fog Invite
London Fog Invite illustrations
London Fog Invite illustrations

A RETAIL LAUNCH SITE

For the retail launch, we created a website showcasing the collections' luxury and allure. Technical illustrations highlighted the intricate details of each garment, while photography emphasized their seductive appeal. Additionally, the website was equipped with e-commerce functionality, ensuring that it looked good and performed well.

London Fog Website

The overhaul of London Fog repositioned it as a high-end fashion brand, and the entire team achieve this goal in under a year.

  • Designed at

    Hothouse Brands, NYC

  • Creatives

    Head of Brand Design: Viresh Chopra

  • Website Development

    M Interactive, NYC

  • Fashion Illustrations

    James Thomas

  • Art Direction Assistance

    Lloyd + (Co), NYC

  • Fashion + Production

    NYC In-house teams

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