Nanushka's new rebranding

The London-based creative studio Any Other Name has unveiled its ambitious rebranding for the renowned Budapest fashion house, Nanushka. In line with the brand’s significant growth in recent years, the rebrand marks the beginning of a new phase for Nanushka, reframing its natural elegance and commitment to sustainability through a careful balance of clean geometry and craftsmanship. The rebrand thoughtfully distills the aesthetic essence of Nanushka into a cohesive identity system that will support the brand’s future growth. At the heart of this collaboration was an in-depth dialogue between Any Other Name and Nanushka’s founder and creative director, Sandra Sándor, along with her in-house design team. Together, they developed an identity that seamlessly weaves traditional craftsmanship with contemporary geometric forms. Beyond the main logo, the new visual language is expressed through a series of motifs and brand codes, thoughtfully applied across all touchpoints, including design details, accessories, and hardware.

A central element of the rebrand is the heightened sensory experience. The focus on tactility and ceremonial presentation invites the customer into a deeper interaction with the brand, transforming the experience from purely transactional to immersive. The materiality of textures and forms is elegantly highlighted, reflecting the craftsmanship that defines Nanushka. The packaging, a symbol of practicality and beauty, embodies the brand’s eco-conscious approach, blending sustainability with refinement. “Nanushka stands at the intersection of time-honoured craftsmanship and technical innovation,” commented Ben Atkins, founder and creative director of Any Other Name. “Our goal was to honour this duality by creating an identity that speaks to this dichotomy. By tempering geometric purity with artisanal warmth, we’ve crafted a visual narrative that reflects the sensibility of Nanushka’s collections and enriches the tactile connection between the brand and its audience.” The eco-conscious packaging is a testament to Nanushka’s ongoing commitment to responsible design. Crafted with sustainable materials, it adds a tactile richness that balances aesthetic beauty with environmental responsibility. In this new version, Any Other Name has imbued every aspect of the Nanushka experience with cohesion and understated luxury, ensuring that the brand’s essence fully resonates as it continues its path of international growth.