5PM

Feb 2018

The brand identity for 5PM, developed by the design studio Plus Mûrs, channels a sophisticated, Swiss-inspired minimalism that serves as the backbone for the multidisciplinary Nantes-based retailer. This project defines a comprehensive corporate aesthetic, leveraging bold sans-serif typography and a disciplined grid system to create a cohesive visual language that spans across digital interfaces, boutique signage, and tactile print collateral. The design leans into a restrained color palette of stark black and white punctuated by vibrant yellow, blue, and green accents, creating a high-contrast environment that feels both contemporary and timeless. Whether viewed through a digital UI illustration, a precise 3D render, or physical stationery, the identity maintains a consistent professional hierarchy that prioritizes clarity and space. The studio effectively balances commercial demands with editorial sensibilities, utilizing paper textures and deliberate layering to elevate standard business materials into curated design objects. From the street-level shop window to the digital store navigation, every touchpoint reinforces the brand's identity as a multifaceted hub for fashion and culture. By stripping away extraneous noise, the project achieves an impactful, legible, and refined aesthetic, demonstrating a masterclass in modern corporate branding where every typographic element and negative space is meticulously considered to reflect the distinct spirit of the 5PM retail experience.

Commercial