A visual of The Outnet.com's revamped brand identity.


MODERN LOOK: The Outnet.com, Net-a-porter’s sister discount site, has revamped its brand identity, WWD has learned. With a mobile usability mindset, the e-tailer looked to refresh its logo.

“The customer journey and usability are a key focus for The Outnet.com,” said Andres Sosa, executive vice president, sales, marketing and creative at The Outnet.com. “We know that more than half of our customers shop via a mobile device, so it was important to clearly define The Outnet.com’s brand proposition across all our platforms and further develop the brand’s mobile identity to ensure initial cut through and evoke instant brand recall.”

The site was optimized with more readable font sizes and screens for desktop and mobile devices. A new logo and typography were created to be “identifiable and intuitive” to the consumer. The company enlisted type design agency Swiss Typefaces to create special fonts and designs.

“As a business, we wanted to refresh our visual identity to ensure our brand messaging was optimized for a mobile-first customer,” said Sosa. “And that we continue to stand out in an ever-evolving digital landscape. We were mindful to ensure that the new identity was distinctive enough to set us apart but was also in synergy with the Yoox Net-a-porter Group that we are part of, while creating a unique and ownable logo and brand typeface.”

“It was imperative that the reworked identity reflected the brand’s playful yet sophisticated personality and its luxury service and offering,” he added. “The result is a modern and contemporary look.”

Earlier this week, the company said it is venturing into physical activation territory in an effort to connect with existing customers, meet new ones and raise awareness and interest in the fashion outlet in general through programs bowing in New York today and in Melbourne, Sydney, Hong Kong and Singapore.

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