Yigal Azrouël

Brand re-launch for a renowned fashion label.

Yigal Azrouël


Known for his expert draping and defined construction, the Yigal Azrouël signature appeal is strong, minimal and fresh with an uncompromising attention to cut and detail. Tank and Yigal Azrouël partnered to develop a new visual identity, positioning the brand cohesively across all channels in a rapidly evolving fashion industry.



Every facet of the brand was redefined to create a contemporary uniformity. Graphic and bold in its form, but tactile and elegant in application, the logo and visual language complement the modernity and sophistication of the target audience. The inherently modern typeface Avenir (French for ‘future’) was selected for its efficient and modern appearance, rejecting ubiquitous grotesk letterforms in favor of more organic, humanist and geometric types.


Our goal was to elevate the brand’s feminine aesthetic through a distinctive and contemporary campaign that would resonate with a fashion-forward audience. Still images, shot by Erez Sabag, were combined with a short film featuring Alana Zimmer. Through print, film and social platforms, the campaign established a blueprint for the brand.


Yigal Azrouël needed a website that would elevate their collections and keep pace with their growing business. The new shopping destination adopted best practices with a next practice ethos. Built on the Magento commerce platform, the marketing team now has a simple, scalable foundation to grow with, supporting all online and offline initiatives within the new brand. The modular homepage enables an intuitive shopping experience with multiple opportunities for brand interaction, featuring shop-able products, videos, editorial highlights and social feeds.


The collaboration was a success on every front and continued with a comprehensive brand strategy that integrated fashion and connected design themes across all relevant marketing channels. Yigal Azrouël now has a simple, robust brand system to evolve and carry the brand forward.

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