Now With More Swagger

Rack customers aren't cut from the same cloth. They're savvy, confident, and display a swagger that comes from getting up to 70% off. We designed an identity to suit them.

We wanted Rack to look the part from URL to IRL, which is why we made it fully responsive. Now, it has a variable typeface, a new logo and bespoke wordmarks that can be custom-fitted to each touchpoint.

To help Rack stand out in the off-price market, we gave it a vivid blue palette. Then, we used photography to highlight not only bold fashion pieces, but also the people who shop them. Creating an off-the-rack identity that feels totally individual.