FF.LA
FF.LA is a contemporary men’s fashion brand inspired by the lifestyle and journey of the modern man. The collections are a take on updated classics with a modern element. After 20 years in the fashion industry, the Los Angeles native brand has given the brand a whole new look.
The rebranding process starts by introducing the new name—FF.LA EST. 2002. The new name celebrates the Angelenos roots where the CEO/Founder was born and raised. The logo incorporates the year of inception to honor the history of two decades.
The brand’s visual amplifies a clean and timeless aesthetic. The key visual uses a set of fashion illustrations to embody the human quality across channels. It helps to create a deeper connection with the consumer.
FF.LA(原Five Four)是一個現代男裝品牌,2002年創立於洛杉磯,以洛杉磯為靈感,專注於現代經典款式,設計出符合現代人需求的時尚服飾。
在這次品牌重塑中,我們首先為這個有20年歷史的品牌重新命名,賦予其全新的感受。與品牌CEO兼創辦人對話後,我們發現他對在洛杉磯的成長經歷有深厚的情感。許多人不知道原品牌名稱的由來是因為品牌創立於五月四號。經過20年,創辦人覺得儘管這個名字具有紀念性,但品牌缺乏記憶點。因此,我們將Five Four濃縮為FF,結合洛杉磯的簡寫LA,賦予新品牌一個簡潔而有力的記憶點。
新的品牌命名以LA作為名字的一部分,讓新客戶立即抓住品牌的起源地,對於熟悉品牌的老顧客來說,也能感受到品牌與他們20年來共同經歷的情感連結。品牌的主視覺著重於乾淨、無時代感的美式生活型態。主視覺大量運用服裝繪畫來傳達品牌的溫度,在極簡的設計中融入人情味,講述品牌經營20年的歷程。
CEO & Co-Founder | Dee Murphy
Art & Design Director | Fairy Shih
Photography | Michael Julius
Stylist | Marion Coret