Bread Line Design

Brand agency SomeOne have recently created a new logo and visual idenitiy for highstreet retailer New Look. According to their spokesperson the new identity will give “a mature direction to the brand positioning”. Not a bad move, as what they have currently is pretty young and feminine in a crowded teen market. What is surprising though is the timing.

With the price of living in the UK soaring, house prices falling and inflation rising perceived middle and high end brands have seen faltering sales. The masterful M&S rebrand was perfect for the economic climate of the time, but as shoppers lock down spending its the perceived budget brands such as Netto and Comet that are reaping the benefits. Suddenly looking cheap and cheerfull isn’t such a bad way to be.

Somehow “This isn’t just a recession, this is an M&S recession.” Isn’t gonna cut it.

Whether other major brands reposition themselves in the face of the brewing economic storm remains to be seen, but New Look’s brave rebrand will make an interesting study. Will a fresh face reinvogorate and inspire tired shoppers and sales? or serve to push New Look away from its target market when it needs it most?