In 2022, Saks OFF 5TH relaunched with a bold new identity designed to resonate with a younger, fashion-forward audience and stand apart in a crowded retail landscape. The repositioning reframed the brand around self-expression and inclusivity, anchored by a new purpose: Where Fashion Takes OFF.
Working with a strategy agency, design studio, and type foundry, the brand creative team developed a cohesive identity system that balanced premium and playful. The rebrand introduced a refreshed logo with flexible OFF Statements, a refined serif and sans-serif typography system bridging sophistication with edge, and a versatile color palette supporting both luxury and accessibility. The voice was reimagined into a confident, witty tone that turned “OFF” into an empowering call to action, while casting, styling, and photography shifted toward youthful, diverse, and expressive imagery.
The rebrand established a foundation for all future creative—uniting design, photography, styling, and messaging into a scalable system that redefined what it means for fashion to take OFF. Developed in close collaboration across the brand creative team and external partners, it ensured the identity could thrive consistently across every customer touchpoint.
Working with a strategy agency, design studio, and type foundry, the brand creative team developed a cohesive identity system that balanced premium and playful. The rebrand introduced a refreshed logo with flexible OFF Statements, a refined serif and sans-serif typography system bridging sophistication with edge, and a versatile color palette supporting both luxury and accessibility. The voice was reimagined into a confident, witty tone that turned “OFF” into an empowering call to action, while casting, styling, and photography shifted toward youthful, diverse, and expressive imagery.
The rebrand established a foundation for all future creative—uniting design, photography, styling, and messaging into a scalable system that redefined what it means for fashion to take OFF. Developed in close collaboration across the brand creative team and external partners, it ensured the identity could thrive consistently across every customer touchpoint.
