Re-framing a giant of UK retail
Brand Positioning
Brand Identity
Type Design
Design System
Print + Packaging
Next are the largest clothing and homeware retailer in the UK in terms of sales, with more than 3 million active online customers and 700+ international retail branches. Tracing their origins back to 1864, they have become a staple of the British high-street, offering a diverse range of products across beauty, fashion and lifestyle.
In recent years, the business had begun to offer products from more than 400 international brands alongside its own-label products. Such a rapid evolution soon led to a disjointed brand identity, and a confusing brand experience for its customers.
Our challenge was to bring clarity to this new and diversified chapter of Next, resetting how existing and future consumers perceived and engaged with the brand. As part of this process, we re-evaluated the existing logotype / sub-brands and commissioned a unique custom typeface to forge a new identity that reflected Next’s brand ambition, ‘quietly brilliant.’
TYPE DESIGN
Part of the rebranding exercise was to re-evaluate the existing logotype. We honoured the legacy of the original logotype by retaining the high x-height, but modernised it by applying cuts to the mono-linear strokes and lowering the contrast between horizontal and vertical strokes.
In order to achieve brand synergy across all touch points, we worked with FrosType to create a unique custom typeface. Next Display reinvigorates the brand identity through typographic modernism. Optimised for display use, it provides clarity for application throughout brand assets, sub-brands and in-store signage.
DESIGN SYSTEM
Next had evolved and now had a bigger story to tell. The new brand had to be adaptable, bold, confident and seen through the lens of fashion.
Working closely with the internal teams, we built a collection of consistent brand elements that would serve Next in a challenging retail market.
Brand Positioning
Brand Identity
Type Design
Design System
Print + Packaging
