Neiman Marcus

Neiman Marcus wanted to develop the identity for a sub-brand within their stores called Luxury Essentials, with the tagline “modern, luxury, everyday.” Based on the team’s initial design direction, we proposed a treatment based on the notion that they wanted their customers to feel the brand is effortless, timeless, inwardly luxurious, modern, and a little sexy. Our approach was to create a branding system that feels clean, modern, and textural. Ultimately, the logo was applied to advertising, catalog, print, in-store signage, in-store environment, trade dress, and digital applications.