Armani Exchange — Branding

Mr. Giorgio Armani is known for having several brands. The A|X Armani Exchange brand was the one that was repositioned to be the "urban, sexy, young" of the collection. With that, the old logo felt antiquated and not relevant with the young target audience. So we had to create a new version of the logo while not loosing the well-known factor of the brand and it had to still fit within the Giorgio Armani brand collection.

Custom font logo, full branding experience, corporate identity, packaging design, hang tag design, and in-store implementation.

The repositioned A|X Armani Exchange identity launched globally across retail, digital, packaging, and in-store — establishing the brand's young, urban, sexy positioning that defined the label for over a decade.