Front & Company
Brand Positoning + Naming
Front & Company is an established fashion and home retailer in Vancouver. From its humble beginnings on South Main (a nascent time for the area), the shop has grown to five adjacent shops with a loyal customer base.
Front’s brand personality is represented by the following attributes: eclectic, vintage and current. The identity mixes old and new reference points to uniquely embody the brand.
The design process began with a naming exercise. The creative ultimately led to Front, which reflected the shop’s focus on ‘cool’ and stylish finds. With this piece in place, the logomark was developed.
The individual elements of the mark, four circles and a triangle, combined to form a house. The roughly hewn circles evoked the shop’s vintage focus, while also representing the holes of a clothing button. The circles also became an anchoring device for the identity. They were extracted, repeated and applied in various contexts (such as store packaging) to engage customers and signal the brand. Today, the circles are inextricably linked with Front.
The identity system has been applied to shopping bags, packaging, marketing collateral, stationery and web. Front’s identity has supported the store’s growth, and have been key to the store’s success over the years.