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When A|X was first pitched in Milan, the store concept was in its infancy, and the name was still yet to be decided. Mr. Armani fell in love with the nut and bolt, feeling that it exemplified his ‘basics’ concept of jeans and t-shirts. It became an icon of the brand early on, appearing on banners and t-shirts. In fact, Mr. Armani even designed nut and bolt earrings. Giorgio Armani then asked that we carry our concept through to design and collateral materials. We started by developing the logo for A|X Armani Exchange. We then created the packaging, signage, point of sale and direct-mail pieces for the stores.
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