Creative agency Humanstudio have been appointed to design the identity for Fitriani, a new luxury fashion brand based in Knightsbridge. The Sheffield-based company, also known as Human, will create the graphic look for the women's label, which is part of luxury division JMH Lifestyle. Human was successful following a competitive pitch which included London-based companies currently working with Harvey Nichols and Liberty.
Human was founded last year by Nick Bax, a former director of The Designers Republic. Regarding Human's success, Bax said "We're thrilled to win such a prestigious account within our first 12 months of trading - it's a great credit to our talented team. We're looking forward to working with JMH and helping to make Fitriani a globally recognised brand."
Aseel Ibrahim, manager of the Fitriani label commented "What really appealed to us about Human was their attention to detail, and the care and consideration with which they approached the Fitriani brand. We thought they did a great pitch, and came up with fantastic concepts and ideas. Also, their likeable manner and personable way of dealing with things was refreshing and well received."
Creativesheffield's Director of Strategic marketing, Brendan Moffett said "This is another great example of creative excellence from our region being successful on an international scale. JMH are a huge organisation based in Dubai, their luxury division already includes an impressive range of established companies. With luxury brands unaffected by the current economic downturn, Fitriani looks set to be a success and it's fantastic that a Sheffield company will be a part of that."
Human will oversee the design and supply of all Fitriani branding, including packaging, advertising and on-line presence. As well as the current boutique in Knightsbridge, future stores are planned to open in Dubai and New York within the next 12 months.