We were commissioned to set the visual identity for DREST, who was imagined and founded by Lucy Yeomans, the award-winning former editor-in-chief of PORTER, NET-A-PORTER.COM and Harper’s BAZAAR UK. DREST is the world’s first luxury convergence platform with gamification, shopping, creativity, content and entertainment at its core. Players adopt the role of a fashion stylist, responding to daily styling challenges inspired by real-time fashion news using the latest products from some of the world’s leading fashion brands. The digital fashion assortment is provided by both Farfetch and brands directly, enabling users to seamlessly shop the content they have created and competed with virtually in real life.

The Serif logotype for the new app, acts as the focal branding device, pulling the vibrant colour palette and playful illustrative motifs used throughout the interface into a sleek and editorial realm. The fairly modest graphic language is juxtaposed with bold and expressive art direction, creating a striking yet fitting edition to the fashion editorial landscape, while retaining a playful aura - suitable to the gaming world - at its core.