As part of their overall brand refresh, George were looking to introduce a new, premium range to their overall product offer. The need was to create a sub-brand from the ground up, including an ownable brand name and full visual identity, all considering the exclusive nature and higher fashion feel of the range.

After thorough name generation, testing and legal checks, Studio Edit was created alongside a confident monotone palette, distinctive wordmarque and custom monogram. Following that, a detailed guideline was produced together with in-store and online graphics and external advertising.

The branding was so well received by the team, the brand monogram not only graced the ticketing but was also embroidered into coat linings, flood printed on silk scarves and embossed into leather goods and hardware. The sub-brand received much positive PR for George and is now in its fourth drop.