HUGO Blue
Following the successful brand refresh in 2022, HUGO BOSS expanded its portfolio with HUGO BLUE, a new line under the HUGO brand. HUGO BLUE is especially dedicated to denim.
Client
HUGO Blue
Year
2023
Category
Fashion & Retail
Type of Work
Brand Design
Print Concepts
Image Movie
Touchpoint Concept
Brand Implementation
at Brandpulse
The aesthetic of the brand line for men and women is inspired by street culture and embraces a relaxed approach, including some unisex styles.
As part of the HUGO family, the new brand line introduces the well-known HUGO in blue, which transports the topic denim visually.
Denim is at the core of the collection and is complemented by jersey, knitwear, outerwear pieces, and accessories.
The all-embracing theme of water is conveyed through the watercolour paintings. Here a warm colour scheme dominates the appearance of the Grand Resort Bad Ragaz, giving the watercolour paintings a lively and welcoming character.
In addition, the corporate design of the Medical Centre Bad Ragaz was implemented and a clear visual separation had to be made to the Grand Resort Bad Ragaz .
The centre shares the positioning and the aesthetics of watercolour
painting with the Grand Resort,
but clearly distinguishes itself from it, in color and content. Blue tones predominate here.