Monsoon is a UK clothing and fashion retailer. This spring it has rolled out a new look, created by New York consultancy Pompei A.D., who, in addition to the visual identity, also redesigned Monsoon's flagship store in London.
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When Monsson was founded in the 1970s, it was mostly selling imported clothes from India, and that heritage is reflected in the new identity. Fundamental in the Monsoon brand is an approach described as a "Modern Ethnic" sensibility. The new look is also "modern" and "ethnic". For example, the logo has been inspired by curves in traditional Indian architecture. Printed materials and store interiors feature henna-like patterns that can be described by using the previously mentioned adjectives.
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