PLUM
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The retail chain required a rebrand to attract a more modern consumer but still maintain it’s ‘lady’
market. JFC created a look that was modern yet fresh and warm. The images were to reflect a
a caring woman moving through the city…the cracks in the images are to resemble the folds a photo
gets when it has been folded and carried around as something loved. Billboards, magazine, lookbook
and in-store visuals were created. Photography by Malcom Tweedy.