Helmut Lang


A contemporary refresh for the iconic fashion house.

Feel began working with Helmut Lang in 2014, as the brand embarked on a long road to reintroducing itself to the next generation. While developing the relaunch strategy, we created two campaigns that spoke to the brand's heritage and its historically iconic imagery, bridging the gap between the past, present, and future.

Working with the in-house team, we created a comprehensive marketing plan that would reintroduce and reposition the brand within a new competitive and cultural context, inspired by Helmut Lang's rich tradition but adapted for the contemporary landscape.

The rebrand began with a new graphic identity inspired by three archival Helmut Lang logos, combined in custom letterforms hand-drawn by famed typographer Hannes Famira.

We applied the new identity across all physical brand elements, from garment labels and hang-tags to packaging and other collateral.

We then designed a fresh web experience, establishing a complementary art direction for all ecommerce content and photography.

Learn more: watch the case study video.


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