The identity comprises an extended word mark working with a stylish numeral treatment of 51 degrees. Purple, at one time the most expensive colour pigment from the far East was chosen as the brand’s signature colour; a colour capable of conveying affluence, regal luxury and status. The purple Arabic numerals executed with flair have now become a mnemonic device for Fifty One East.
Photography is so mainstream and democratised nowadays that it is easy to forget that visual storytelling is a refined art that plays a driving role in shaping a brand’s image.
At Fifty One East imagery plays a key role in transmitting the brand’s DNA. Over the years, through creative photoshoots, James has built a persistent visual message for the store’s customers with a barrage of Qatari location stylised images, across mediums that have become inseparable from the brand.
We’ve built an image or idea that has been central to the brand’s identity in shoppers’ imaginations.
Through consistent imagery, a harmonious identity has emerged, which represents the store’s brand heritage and merchandise and how its ambassadors carry themselves.
As a luxury department store brand, we’ve built Fifty One East’s imagery to be highly distinct and memorable, and one that is always telling a never-ending Qatar story.