Fashion Spree will be a direct factory outlet located in the south west of Sydney’s CBD. Hoyne created a trademarkable retail name which is clearly about volume discount warehouse outlet shopping. The name ‘Fashion Spree’ was created to be friendly and fun, with a youthful edge. Bold and bright, the brand identity took a playful direction and introduced pop colours offset by an industrial edge and a sassy, fun tone of voice. The factory outlet industry is fraught with cliché. With this in mind, we developed language that is cheeky, with headlines such as ‘everyone needs an outlet’ and candid, such as paragraphs poking fun at shoppers who flirt with staff members.
Fashion Spree was created to outrun the standard factory outlet occurrence.