Monsoon is a UK clothing and fashion retailer. This spring it has rolled out a new look, created by New York consultancy Pompei A.D., who, in addition to the visual identity, also redesigned Monsoon's flagship store in London.
When Monsson was founded in the 1970s, it was mostly selling imported clothes from India, and that heritage is reflected in the new identity. Fundamental in the Monsoon brand is an approach described as a "Modern Ethnic" sensibility. The new look is also "modern" and "ethnic". For example, the logo has been inspired by curves in traditional Indian architecture. Printed materials and store interiors feature henna-like patterns that can be described by using the previously mentioned adjectives.
The new look has been around at least since March. The flagship store on Oxford Street was reopened in April.
The following images were published by Pompei A.D. on their website.
From Pompei A.D.'s case study:
Our design inspiration for the store, as well as the new brand identity and collateral, was rooted in an understanding of the customer, the marketplace, and the authentic story of the Monsoon brand.Pompei A.D. case study
The story of the new Monsoon brand experience is rooted in the “Modern Ethnic” sensibility that has inspired Peter Simon’s brand since its formation. The Monsoon brand was inspired by Peter’s time in India, reflecting how he was impacted by India’s unique culture and the crafted approach to design that the country and its culture are known for. Our concept for the new Monsoon store conveys the story of the ethnic origins and inspirations for the brand as filtered or framed through a modern and sophisticated viewpoint. Much like the home of a fashion designer living in India, or even a designer living in London who is inspired by Indian culture, the store has a romantic and comfortable residential appeal. It conveys the story of a modern residence that was built into an authentic historic property. Throughout the space, modern forms that are clean and crisp are used to create focused zones for the collections, and are interwoven with layers of warmer, textured materials that reference a more historic architecture existing beneath.
Pompei A.D. felt that a comprehensive redesign that included a new logo and identity was important in order to make a clear statement to the customer community that Monsoon was updating its offering. The development of a new logo celebrates and emphasizes the step forward that the brand is taking and helps bring a “Modern Ethnic” sensibility to the brand. This new identity/logo allows the fashion credibility and experience of the brand to resonate in the marketplace. By modernizing and applying refined type to the logo and by customizing elements of this new refined type to emulate the curves that are found in traditional Indian architecture, the new Monsoon identity becomes an additional modern expression of the authentic roots of the brand.
Pompei A.D. blog, April