The main objective of this rebranding was to create a designer brand that is centred around sustainability.

Formula S7 aims to offer a wide range of unique, eco-conscious apparel pieces for individuals during different stages of their sustainability journey. The brand’s mission is to empower these individuals to create an iconic wardrobe in the most sustainable way possible, choosing from hand-made, custom and basic pieces all designed by a passionate and talented founder - Anastasia. The brand represents very strong values and a bold personality that stands out in the luxury market and it needed to be reflected in this rebrand.

Solution 1: Logo suite for Formula S7 derives from original imagery designed by the CEO creating a cohesive but edgy logo system including logotype, logo marks and icons.

Solution 2: Typography used for the rebrand is really bold and eclectic, referencing a very custom feel of the brand. One of the fonts used, is the designer’s handwriting digitalised which ties together the branding and the designs that also often features this handwriting.

Solution 3: Brand’s visual identity reflects the brand’s core - it is daring and fun, allowing for experiments. The wide range of brand marks makes the brand identity flexible while still allowing for cohesiveness with consistent use of icons, colours and type.