Fifth & Pacific

Branding

When the iconic fashion house Liz Claiborne Inc. changed its corporate name to Fifth and Pacific Companies, it set a new course for the future that emphasizes its three premium lifestyle brands of Kate Spade New York, Juicy Couture and Lucky Brand. To help bring this new vision to life, they turned to Bailey Brand Consulting for a corporate brand identity that would capture its essence and be visually iconic without overpowering the retail brands. The new identity must also resonate with numerous audiences, including the fashion industry, investors and consumers across the globe.

The identity graphically represents the name’s two words in street signs, reflecting the symbolic intersection of the brand’s New York and Southern California fashion houses. The colors grey and teal were chosen as a representation of east coast and west coast influences.

The new design was unveiled in New York in early 2012, and will be used in corporate advertising and communications. Bailey also helped develop the home page for the new Fifth and Pacific website as well as advertisements to announce the name change, which will be effective on or about May 15.