F▲STFISH is a fast fashion brand with more than 2,000 stores in China.
PRISM DESIGN was in charge of re-branding this brand.
concept is “scales”. First, focus on the relationship between people and clothes. Then,their brand name “fish” is dress up in scales. Scales is an important garment for fish, it is protecting the body, gaining speed, and sensor function.It is the same as the feature of fast fashion.In order to protect herself in fashionable clothes, I pursue sensitivity and quick change of clothes. Then scale has various meanings. Scale; size, balance, rise, measurement, scale etc I linked this to the brand vision.we analyze fish scales and reflect them in the design.