A new brand identity and packaging to mark the 20th anniversary of the fashion house Erdem. The identity draws inspiration from Erdem Moralioglu’s literary and artistic interests, as well as the house’s unique duality of beauty and subversion.
The bespoke logo is characterised by its sharp wide serifs and low-contrast strokes. Its elegant forms are accented by calligraphic idiosyncrasies, drawing influence from the work of the pioneering typographer and designer Elizabeth Friedlander (1903–84), who exercised restraint in her designs in contrast to the more exuberant work of her contemporaries. The logo is complemented by an updated typographic scheme, applied across packaging, campaign communications and the website.
A singular and bold approach to colour defines the packaging, using an unexpected tone inspired by classical interiors and Moralioglu’s personal book collection. It reflects the language of archival and conservation materials, continuing the concept across all materials.
Garments are wrapped in glassine paper – which is more commonly used for preserving artworks – featuring a self-portrait by artist Ilse Bing (1899–1998), in which she is both photographer and muse. Influenced by Erdem’s layering of historic and contemporary inspirations in his designs, the packaging also includes quotations by Emily Dickinson (1830–86).
Photo: Thomas Adank
