Emmy
Clothes with a future
and a past
2026 School project
Emmy is Finland’s largest online store for premium, pre-owned, branded fashion, operating both an e-commerce platform and two physical retail spaces. To elevate the brand from a commodity to a lifestyle choice, the re-brand shifts focus away from standard product listings toward the broader experience, process, and feeling of premium, sustainable fashion.
This is done by splitting the brand identity into two distinct parts: product and process.
The product part is the functional foundation, inspired by garment care labels, taking a quiet back seat while giving the necessary information. Conversely, the process part is in the forefront. It is the aspirational side, inspired by fashion editorials and blogs. It communicates Emmy's story and values, and creates an emotional connection between the customer and the garment.
The website
As Emmy’s primary brand touchpoint, the website leads with purpose rather than product.
The layout and tone of voice are inspired by fashion editorials and blogs, while the content is intentionally selected to communicate Emmy's values and story. This ranges from explaining the focus on branded fashion to steering customers from fleeting trends towards curating a wardrobe that suits them and their lifestyle.
To balance utility with storytelling, necessary functional information is delivered in the product style, while the broader digital experience is in the editorial process style.
The graphic mark
The graphic mark is inspired by the swirl of a fabric swatch forming the letter e, giving a nod to the circular economy while avoiding clichés.
The starting point for the graphic mark was combining functional care labels with prestigious stamps and seals, to create a mark of quality. On top of that, anchoring the concept in a fabric swatch serves as a quiet reminder of Emmy's dedication to quality, craftsmanship, and longevity.
