Hugo Boss Design & Branding, Case study BOSS ORANGE IDENTITY by Peter Schmidt Group Hamburg

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Industry Perfumes
Media Design & Branding, Case study
Market Germany
Agency Peter Schmidt Group Hamburg
Released March 2010

Credits & Description

Category: Consumer Products
Advertiser: HUGO BOSS
Product/Service: BOSS ORANGE
Date of First Appearance: Mar 1 2010
Entrant Company: PETER SCHMIDT GROUP, Frankfurt am Main, GERMANY
Entry URL:
Media placement: Hang Tag - Product - 2010
Media placement: Catalogue - Point of Sale - 2010
Media placement: Manual - Point of Sale - 2010
Media placement: Http:// - Facebook - 2010

Describe the brief from the client
The fashion group HUGO BOSS has four main brands: The elegant BOSS Black, the luxurious BOSS Selection, the sporty BOSS Green and the Jeans Brand BOSS Orange. So far they all shared the same logo shape, differentiating only by color. A system which did not represent the completely different styles of the four brands very well. The aim was to design an individual visual appearance for BOSS Orange including an outstanding figurative mark.

Describe the challenges and key objectives

The new logo is a visual translation of the brand BOSS Orange. The label is focusing on a young and trendy jeans-look, working with vintage elements, often featuring used aesthetics and an alternative visual nature. Besides representing the brand, the figurative mark also has to be sturdy when applied on various clothes and materials, never losing its strong recognizable character.

Describe how you arrived at the final design
The new design for BOSS Orange was the result of a detailed strategic and creative process. An analytic research was the fundament for defining the brand identity, on the basis of which multiple design proposals were created. In tight coordination with Eyan Allen – creative director of the BOSS Orange brand – one design was selected and worked out in detail.

Give some indication of how successful the outcome was in the market
The design was taken on enthusiastically by the client. All clothes bear the symbol, often also as decorative elements. The new design is fully launched; all touch points have been supplied with the new logo and design.