Fashion on top (FOT) is a well-known Australian boutique store. They trade in high-end fashion items globally, including local designer brands such as Alex Perry, Maticevski, etc. Our main goal for the branding development was to emphasise FOT’s unique understanding and attitudes towards fashion and extend their thinking into a visual medium.

Based on our marketing research, FOT’s target market is predominantly young women aged 20-35 years. This group has huge interests in fashion, mostly attracted to simple but elegant chic style and high fashion styling. Therefore, our intention was to build a clean, sophisticated and stylish visual system to better match the visual presence to consumer demands, taste and desires. Less is more, black and white colour combinations reflect FOT’s understanding of fashion – rational, comfortable and with a calm attitude.