River Studios
A New Chapter for
River Island
River Island asked us to refresh their visual identity to bring back the personality that had been lost in recent years. The goal was to create something that felt rooted in heritage but ready for the future – an identity that could reconnect with customers while staying flexible across product and retail.
The Challenge
The existing logo was clean but lacked character. The brief was to reintroduce a sense of fashion craft and editorial strength, while making sure the identity could work everywhere – from clothing labels to in-store graphics.
Our Response
We developed a bold serif logo with an editorial feel, inspired by River Island’s history and in-house design culture. Strong enough to stand on its own, the new mark could also pair easily with vibrant prints and seasonal collections.
Working closely with the in-house team, we extended the identity into labels, packaging and store applications, testing it through a pilot concept in Derby.
The Outcome
The River Studio concept became a premium sub-brand that influenced the wider River Island identity. By reintroducing heritage and character, the refreshed visual language helped the brand feel more authentic, confident and connected to its customers.
