To create a gentler, more feminine brand, we drew inspiration from the architecture of Roma, Fendi’s home.
- Creative Direction
George & Elaine for Lipman.
Fendi’s logo was too masculine for their shifting core demographic. We designed an identity that quite literally took the edge off.
We developed a custom paper transcribed from the rough-hewn ochre buildings of Rome.
Our identity as featured on Fendi.com
The packaging system we developed touches on every element of the customer experience.
Illustration of the original Fendi building, as used on a newly created sticker.