A complete rebrand for fashion retailer, PLENTY, designed to celebrate creativity and inclusivity.
After a long look in the mirror, the PLENTY brand team have made it their goal to invest in the long road to make change, both inward and outward. To signal the internal shifts, Arithmetic designed a new logo to serve as an outward signal as PLENTY is rooted in creative expression since 1990, with eyes set to an optimistic tomorrow. The PLENTY packaging program is a set of symbols of meaning-making.
A super thick, FSC-certified, uncoated stock and cotton handle was selected for the two custom retail shopping bags. The interior liner of the bag showcases a custom collage while the exterior focuses on building brand identity awareness and act as a “bags on bodies” branding campaign. The e-comm packaging set includes a custom graphic printed wrapping paper, embossed uncoated closure labels, a series of collectable postcards and paper-based packing tape. With the significance of the rebrand, we reinforced the brand logo on all assets to emote a strong brand presence. The entire packaging suite is plastic free and made from recycled and recyclable paper.
SS23 Editorial Campaign Art Direction & Styling—IRL, it’s all just dreams, isn’t it? Plenty’s SS23 editorial captures four artists’ journeys through a surreal world to come together and create.
Arithmetic strategically styled models through trend forecasting—tapping into and playing on trends including ballet core, grunge prep, Y2K grunge, and utility to reach Gen Z without alienating a valuable Millennial audience. The campaign and styling celebrate the creativity of the individual and the joy of self-expression through play.
