FF.LA (Five Four)
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,是一個以洛杉磯為靈感的服裝品牌。產品是以現代經典款式為重心,設計出符合現代人消費的時裝。
這次品牌重造的一開始就是給這個20年的品牌重新命名,賦予一個全新的感受。在跟品牌CEO/創辦人對話中,發現創辦人對在洛杉磯生長的自己有很深的感情。很多人不知道原品牌名稱的由來是因為創辦人在五月四號創辦的,經過了20年之後,創辦人覺得雖然很有紀念性但是品牌缺乏記憶點。但也因為這樣有紀念性的小細節以及創辦人對洛杉磯的熱愛,我把Five Four濃縮,拉出兩個字母的字首F加上Los Angeles的簡寫給賦新品牌有一個俐落有利的記憶點。
新的品牌命名就以LA作為名字的一部分,讓品牌新客一開始就能抓住品牌的起源地,對於熟悉品牌的老顧客有一種品牌的連結,就像是品牌與顧客這20年來一起經歷的大小事。品牌的主視覺著重在乾淨,沒有時代感的美式生活型態。主視覺大量的使用服裝畫去帶出品牌的溫度,讓極簡的設計中帶著人情味,去敘述品牌經營20年的歷程。
![](https://freight.cargo.site/t/original/i/479aac8c4e9c7a7096e7c6c3c3d58d3b75956946f12110bf196e5f2f9685dde9/FFLA.jpg)
![](https://freight.cargo.site/t/original/i/57ffd51b8610f9833629ea157183eccee275cd813bb83b7d87c25b02eff3177b/FFLA-BridgeJacket-1.png)
![](https://freight.cargo.site/t/original/i/6dbb747f420ecfa2f8cf199705038b788bd86198e69b5fbeb9779b6dc037d02b/FFLA-BridgeJacket-2.png)
![](https://freight.cargo.site/t/original/i/53e0438c4a9566be2c5087f1bc3d308e631d1ae42562ea3882c07e7b9db6c860/Black-MoodboardMockup-Scene.jpg)
![](https://freight.cargo.site/t/original/i/9e98f52c49e4658bae4641da54607c4715f4ca596c5a33e89fb0ae43621a785f/IMG_2477.jpg)
![](https://freight.cargo.site/t/original/i/5b4f1b180939719b1e3489ecb69b0adbaa19be5536afdf17c8e88a632ebf1b08/IMG_2478.jpg)
![](https://freight.cargo.site/t/original/i/07f101c421029556a08f4c26756c4b22d2f4968661bfc40909aaf10cccf43f35/1080x1350.jpg)
![](https://freight.cargo.site/t/original/i/56105e4072b3f6100304ddba8ef90395d02106581feba853323b8cb1ae5d4d8e/Free-Label-Tag-Mockup.jpg)
![](https://freight.cargo.site/t/original/i/94f346462d7454a4cd75de04a583cbb2f29a9b964741aed973259f60dfe5e340/FFLA-BridgeJacket-3.png)
![](https://freight.cargo.site/t/original/i/7726fc099e21149659fcde086207cb14ba660029cb42a901cac794d800d1eadd/FFLA-BridgeJacket.png)
![](https://freight.cargo.site/t/original/i/944cdefe1035fc1fe2b1d28da135f6f9424cc08046f676ed0e86e18634f53853/FFLA-Flannel.png)