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Luxury Fashion Marketplace Rebrands as Innovative Live Feed of 'Must Own' Fashion


The new brand identity was developed by We Are Pi as part of a Brand Transformation Program to support rapid growth and international expansion

Luxury Fashion Marketplace Rebrands as Innovative Live Feed of 'Must Own' Fashion, the leading online marketplace for luxury fashion in the Netherlands, have revealed their new visual identity - a live feed of luxury fashion. The rebrand includes a new logo, visual assets, website design and packaging designed by We Are Pi.

The new brand identity is inspired by the idea that sells the things that are worth owning in an age where fashion trends have been accelerated by social media and redefined in virtual worlds.

The ‘live feed’ brand aesthetic places at the cutting edge of new luxury style culture offering a constant drip of the best products. The identity is inspired by platforms like Reddit or Twitter – digital feeds where there is a sense of timeliness and constant renewal.

Joost van der Veer, CEO and founder of says, "We are creating an essential role for in the lives of our audience, who are redefining the luxury space. Thanks to the partnership with We Are Pi, the new brand platform taps into the core strengths of our business whilst making it more playful & experimental. By remixing street style and high fashion, the new branding is spot on in showcasing that we are the go to luxury marketplace for youth."

Alex Bennett-Grant, CEO and founder at WE ARE PI adds: “Fashion can seem disposable but sells the luxury products that are worth owning. The new identity uses a live feed to play with the contrast between the permanent and impermanent forms of ownership in today’s online / offline world”

With more than 300+ unique boutiques affiliated with the online platform, spread across the Netherlands and Western Europe,’s rebrand comes as the business experiences explosive growth with younger Gen-Z consumers.

Seth Josephs, design director at We Are Pi adds: “The identity captures a ‘live’ feeling. The pixel logo blinks on and off, products move like feeds, everything is time stamped, and the pages deteriorate over time. The aesthetic is fashionably understated. It’s predominantly black and white, with accents of pure RGB colours to stay true to our digital inspiration. The classic Helvetica is paired with a complimentary bitmap font – a play on timeless luxury in a rapidly changing digital landscape.” and We Are Pi are also working on an exciting Experience Transformation initiative expected to go live in November.


Agency / Creative
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Genres: Luxury

Categories: Clothing and Fashion, Designer

WE ARE Pi, Mon, 27 Sep 2021 10:55:00 GMT