With Principles, we had a unique opportunity to consider their brand image from the ground up. We began by crystallising the brand’s emotive personality, and then were able to apply it to everything from shop design and window displays, to photography, in-store graphics, packaging and tone of voice.

We set a more distinctive, ownable photography style: informal, textured and fun, with an emotive mood that customers will aspire to but also connect and identify with.

The in-store graphics scheme applied the photography to a flexible collage of square canvases, that could be configured variably and moved around the store with the relevant merchandise.

Packaging design moved away from a corporate brand feel, utilising hand-drawn sketches from the Principles fashion studio.

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