Abercrombie & Fitch / Rebrand

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For this project we were to research and choose a brand to redesign an identity system for. I chose to redesign Abercrombie and Fitch as it is a brand has been making a comeback recently. I wanted the rebrand of Abercrombie and Fitch to be more inclusive, sophisticated, and represent the quality feel in their clothing. I was aiming for the brand as a whole to feel more luxurious. After many iterations, this was the final logo design, accompanied by mockups and a stylescape.