The brand identity extension process also involved exploration of a possible icon to express Banana Republic’s brand essence. Humanity and connection were leading attributes. The exercise below was used to present the concept of a figure as an icon inspired by the French photographer Thierry Le Goues’s portraiture.

Banana Republic wanted a festive look for the holiday season that would appeal to all genders, something that could not be ignored and that would separate them from the crowd. Inspired by a cigar box gold and yellow trumped red and green to become a moving billboard around town on packages, bags and mass transit.