Fortytude (Fashion)

The challenge

Fortytude, a visual diary and lifestyle brand aimed at those in their late thirties to early fifties, aims to deconstruct traditional notions of those in their third, fourth and fifth decades. No longer a generation resigned to traditional notions of ageing, middle adulthood has been redefined. Liberal lifestyles are actively encouraged, we live longer and with our increased longevity brings with it improved health. As a result we no longer follow the same trajectory that previous generations endured. We live differently now. Fortytude wanted to addresses this engaged, influential and effortlessly cool audience through a confident yet pared-back brand identity with bold intentions.

Barefaced solution

We developed a neutral aesthetic with clean lines and an aspirational undercurrent. We decided to take a part-pictorial approach that was inspired by the simplicity and geometric leanings of German designer Otl Aicher. Bespoke icons were created to represent the five categories Fortytude will focus on: health, fitness, food, going out, style, travel. We also took influence from the uncomplicated and modular nature of Japanese brands such as Uniqlo and Muji, coupled with the edgy urbanised esthetic of Japanese streetwear stylings led by designer Hiroshi Fujiwara.