Rebranding B2B Ecommerce: Breaking Stereotypes
Rebranding a B2B fashion supplier from the ground up. We created a unified brand that bridges fashion and wholesale. Discover how we crafted their identity, from naming to brand assets.
Client
Services we provide
Target audience
B2B
Industry
E-commerce
Team
3 Specialists
Timelines
1 month
Project Overview
The Client
Fartum is a wholesale clothing and footwear supplier serving the East European market. When we first met them, the brand didn’t exist — no name, no logo, no identity. As is often the case in the B2B sector, large suppliers like Fartum operate under complex legal names or multiple brands, with no cohesive public presence.
The Challenge
Naming: The Hidden Power of Words
Choosing the right name for a brand is never easy. We explored numerous options for Fartum, keeping a few key criteria in mind: uniqueness, a short and memorable word, and, most importantly, availability — both as a domain name and trademark.
“Fartum” draws from several Latin roots, each carrying a unique meaning. Derived from “Fortuna,” it speaks to destiny and the idea of a fated partnership. It also echoes “fortune,” symbolizing wealth and success. Additionally, the word hints at “fartus,” meaning filled or abundant, emphasizing the company’s robust offerings.
More Than a Symbol
Creating a logo for the fashion world requires balancing timeless design with fleeting trends. We needed to draw inspiration from iconic fashion brands like Zara, Hugo Boss, and Calvin Klein while maintaining the trustworthiness essential in the B2B space. Fashion trends come and go, but a logo lasts for years. That’s why we embraced minimalism, opting for a typographic logo in classic black and white. What could be more universal and enduring?
Brand Identity & Assets
In addition to the core black and white palette, we added blue as an accent, symbolizing trust, reliability, and partnership — key values in the B2B space for building lasting relationships. For brand assets, we covered e-commerce essentials like label design, branded boxes, delivery trucks, staff uniforms, and even custom packing tape.
