AllSaints revolutionized the modern high street with a range of sophisticated and effortless essentials inspired by a gritty urban aesthetic.
SUM was appointed as their brand design and marketing agency and tasked with creating an identity that empowered the brand with character and personality. Our vision was conveyed through the mission statement, “to create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude”.
SUM was responsible for all aspects of marketing and brand-creation for AllSaints, from logo and graphical elements to the end-to-end packaging and experience design as well as digital and social media initiatives.
This integrated approach reflects SUM’s wider thinking around luxury brand positioning, where clarity, attitude and cultural depth are designed to work as a single system.
The award-winning bespoke handwriting font, commissioned by SUM, has proven to be a defining visual element for AllSaints - both online and offline. The aesthetic penetrates through design decisions, social media strategy, store design and e-commerce.
The marketing and brand identity produced by SUM is still hailed as a benchmark. Over time the concept has been redefined and implemented both in the UK and internationally, becoming one of the most recognised retail identities within the fashion retail industry.
