Our Story 1968-2017
CREATION OF A BRAND
John is asked to provide new suggestions. However, what he presents one month later is - exactly the same logo! This tenacity impresses Doug – which is why he gives the go-ahead for the well-known, bold letters in radiant colours. These later on become known throughout the world and continue to characterise Esprit to this very day.
Esprit is fearless. Which is why I wanted to work for them.
THE SPIRIT OF THE TIME
We were kids of the ’60s and really took responsibility for what we created.
OLIVIERO TOSCANI FOR ESPRIT
THE REAL PEOPLE CAMPAIGN
The "Real People Campaign" was the start of a new way of communicating. Esprit is in search of dialogue; it involves people – and takes a stand. A principle Esprit has remained true to to this very day.
IF IT’S NOT INSPIRING IT’S NOT ESPRIT
Naturally, the look is of great importance for Esprit - but this doesn't only apply for the styles. It applies for everything the brand represents toward the outside world. Be it the shoe box or the shop display, packaging or price tag – every detail is presented in an inspiring, colorful and upbeat design. A unique appearance that every customer recognises immediately – and really makes the vibrant, creative image of the brand tangible, in the truest sense of the word.
REAL PEOPLE CAMPAIGN 2.0
A campaign brings about movement.
Times are changing - but this is not the case with Susie and Doug's commitment to social matters. One example of this would the "What would you do?“-campaign be that draws attention to the topic of HIV prevention. Needless to say, real people have their say again – Esprit customers, Esprit employees but also VIPs like the actress Gwyneth Paltrow.
ESPRIT GOES RED
A brand takes a stand.
Esprit takes courageous decisions. And goes the whole nine yards. This is demonstrated impressively with the new corporate design, which consistently distances itself from the vibrant play of colours – and from now on only uses one colour: red! The Esprit red becomes the overall trademark. This is the dominating element for both the inside and the outside of the shop, subtly complemented by airy colours.
ADVERTISING IN RED
GISELE BÜNDCHEN & CHRISTY TURLINGTON
Naturalness enters the scene.
Make yourself at home – this could almost be the motto for the new store concept. Brick walls, free-standing furniture, real wood and, most importantly, plenty of light give the stores a loft-like atmosphere. Still to be added to this, great attention is paid to details, that invite customers to come in, make a discovery and feel right at home.
A farm cares about sheep.
Good opportunities should be seized - and Esprit did just this when the chance presented itself to cooperate with the Gostwyck Farm in Australia. This is because, on the one hand, first-class wool is obtained here - and, on the other, animal well-being and the greatest possible degree of environmental protection is very important. The result: a small but high-quality wool collection that makes both customers and sheep happy.
Curiosity is a driving force, releasing creative energy and promoting innovation.
Students are catching on.
What does sustainable clothing of tomorrow look like? Which innovations characterise fashion 3.0? These and more inquisitive questions were asked by Esprit young designers of the Royal Collage of Art in London. During the two-year cooperation, Esprit could gain exciting insights – and support young talents on their path forward.
REAL PEOPLE CAMPAIGN 3.0
#ImEsprit takes a stand.
Welcome to 2017 – and to #ImEsprit. Behind this are, once again, the original core values of Esprit – freedom, love, courage and future. Things that every person carries within him – or herself in a unique manner. The campaign inspires people to show themselves – and simply to dress the way they are, the way they could be or the way they would like to be.
Because when you feel good, you look good.