Quebec department store chain Maison Simons has launched a new sportswear line for men, with a brand identity developed by its agency Bleu Blanc Rouge.
The visual platform for the i.fiv5 line was inspired by playing fields, both real and imaginary, explained Nicolas Pilote, a buyer for Maison Simons.
“We wanted to develop a brand that people with an active lifestyle can relate to,” said Pilote. “With i.fiv5, Bleu Blanc Rouge has captured the essence we want the brand to embody.”
The agency is developing an advertising campaign to promote the new brand.
“The name i.fiv5 is symbolic, representing our vision of how people celebrate their achievements. It’s inspired by the high five,” said Marie-Hélène Trottier, director of creative design at Bleu Blanc Rouge.
Maison Simons was founded as a fur store in Quebec City in 1840. Today, it is a significant leader in the Quebec fashion retail industry, with seven stores in the Quebec City, Montreal and Sherbrooke areas.
The retailer sources from around the world and has buying offices in Paris, London, Florence and Hong Kong.
