Elegance is Refusal. So said Coco Chanel. When the owner of Max asked us to help transform the brand from fashion store to fashion label, we knew just the thing to update its style. It needed to move from a clunky, squashed middle market brand to mean quality and understatement. Through extensive, ahem, market research, we realised that the logo is the piece of the brand that goes home with every customer. So we crafted something timeless and true. For strong, independently spirited young women. And the logo became the inspiration and starting point for all other elements of the rejuvenated fashion label. Max has gone from strength to strength. Supported by a logo that's still in use today, almost a decade later. And in the highly fickle and changeable world of retail fashion, that’s a mark we were proud to make.
