Jet Corporate Identity
Background In recent years, there has been a shift in the fashion beyond price aspirations. Fashion brands like iconic South African retailer Jet are competing in a category that shares a heightened fashion and lifestyle awareness. Insight The brand has had to adapt to offer a range of quality products in line with global fashion trends, without losing touch with value-conscious families. In response to consumer trends, the brand repositioned itself from “Jet Up and Save” to “Feel Good Fashion for Everyone”. The Challenge To develop a new corporate identity forJet to express the brand’s evolution toward a more fashion conscious mindset in line with the brands new positioning. The Solution We developed a logomark inspired by a fashion label, a bold visual mark which cues a quality association as well as a fashion-forward feel. The new identity leverages off some of the brand’s past equity, by retaining the corporate typeface, a recognizable brand asset, in the visual language as well as the colour orange, which has become a unique differentiator for the brand in the market. The rebrand and updated store design is a public expression of where the Jet brand is headed and achieved greater impact in a busy marketplace.