It takes confidence to be reductive. For FARFETCH, the quest to bring a streamlined sense of modern simplicity to their brand identity was ambitious. As the world’s leading platform for luxury fashion, the new identity needed a unique approach that put form and functionality on equal footing. Bureau Borsche partnered with the FARFETCH brand team to generate an entirely new cohesive visual system that would build on FARFETCH’s global reputation and resonate with its growing audience.
Establishing a digital framework that could simultaneously elevate the customer experience, whilst complimenting an extensive and diverse community of brands and boutiques required an engineering mindset. A new chapter for the brand is introduced while honouring the FARFETCH identity as a single and singular destination, powered by innovative technology, through which to access the greatest designers - established and emergent - fashion curators and most discerning boutique owners across the globe. This needed to be represented in the new online persona, which put the need for accessibility, white space and clarity at the forefront of the redesign.
The new brand identity features a more curated approach, introducing more white space along with a new typographic palette which includes a bespoke typeface ‘FARFETCH Basis’ customised by Colophon Foundry, alongside the more editorial font family Nimbus and the bespoke monogram – the ‘FARFETCH Fuse’. The combination of typefaces creates a hierarchy and structure that merges the visual language of editorial and e-commerce.
The ‘Fuse’ monogram connects the traditional fashion world with the needs of a dynamic digital company, where the homescreen is home. When things are fused, they join together physically or chemically to become one. In this case, ‘The Fuse’ is a fusion between a capital ‘F’ and lower case ‘f’ and represents the inherent duality of the brand – it’s a platform where there is a continuous dichotomy between the classic and the modern, the established and the experimental, the romantic and the revolutionary.
This new, dominant, paired-back online presence conveys a serious commitment to graphic consistency across the full ecosystem. FARFETCH is the brand that puts other brands on a pedestal, it’s a framework that supports the perfect edit. With such strong emphasis on order, textual modularity and a reverence for the digital essentials, it screams less, but better - which is something everyone can appreciate.