New Logo and Identity for Factorie by Interbrand

Established in 2006, Factorie is a global youth fashion brand that offers “accessible street and casual fashion for girls and guys”. Owned by Cotton On Group, Factorie has over 170 stores across Australia, New Zealand, South Africa, Singapore, and Malaysia. Recently, Factorie introduced a new identity designed by the Sydney office of Interbrand. In a world where businesses struggle to reach teenagers, Factorie was famous for its youth culture. Unafraid and unapologetic, it resonated with its customers in a way few brands do. So when Factorie’s audience started to grow up, the brand did too.It became a little more mature. Slightly more sensible. Less teenage angsty, and certainly less controversial. But in the end, the effort to stay relevant to its original fans saw the o