Filippa K


Ten years ago pio­neer­ing Scan­di­na­vian fash­ion brand Fil­ip­pa K – always focused on style, sim­plic­i­ty and qual­i­ty – reached out to us to sim­pli­fy the Fil­ip­pa K expe­ri­ence. We looked into the con­sumer behav­iour with the goal to make it as sim­ple and clear as pos­si­ble, still com­mu­ni­cat­ing the clas­sic, time­less, sus­tain­able world of Fil­ip­pa K.

  • We found that the consumer looked for size, price, material, washing instructions and country of origin in that order. This insight became the foundation of our design system. Sustainability was of course important, so we reduced the number of different labels, and used the same labels for men and women’s garment.

  • We also found that women tend to shop more frequent than men, so we created packaging with more items for the mens apparel.