HUGO BOSS
HUGO BOSS is one of the leading fashion and lifestyle companies and manages the world-famous BOSS and HUGO brands. To maximize brand potential, a refreshed brand identity with a bold look and feel was developed.
Client
HUGO BOSS
Year
2022
Category
Fashion & Retail
Type of Work
Brand Design
Digital Design
Print Concepts
Out-of-Home
Environmental Design
Packaging
in the name of Brandpulse AG
The new brand identity aims to increase brand relevance, connect with younger generations, and create a distinct positioning for BOSS and HUGO through lifestyle stories and the new motto “Be Your Own BOSS”.
Therefore, as part of a global brand refresh, the branding elements of HUGO BOSS as well as BOSS and HUGO were updated and a clear differentiation between the brands was developed.
The HUGO BOSS corporate anchor, which used to appear in the BOSS and HUGO logos, will now be dropped. Optimized for digital applications, the more modern logos represent a forward-looking fashion brand.
The updated brand design is distinguished by a more pronounced use of colour. Black, white and camel feature differently in the branding of BOSS womenswear and menswear: camel is the main brand colour for womenswear while black dominates the menswear branding.
The updated colour concept for HUGO, which incorporates white and red, also creates clarity. As a result, the BOSS and HUGO brands each look bolder and more confident.
As part of the 360 degree brand experience, detailed concepts and guidelines for all relevant touchpoints were created, from hang tags to product branding (patterns, super sign) to cover the development of the collection.