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Bailey Brand Consulting designs brand identity for Fifth And Pacific Companies, Formerly Liz Claiborne Inc.

Bailey Brand Consulting, one of the largest branding and design firms in metro Philadelphia, recently completed the corporate re-branding for Liz Claiborne Inc., now called Fifth and Pacific Companies. The new name and corporate logo were unveiled yesterday in New York. The change will be effective on or about May 15.

The new Fifth and Pacific Companies brand identity reflects the company’s focus on its lifestyle brands of Kate Spade New York, Juicy Couture and Lucky Brand. The identity graphically portrays a street sign, reflecting the symbolic intersection of the brand’s New York and Southern California fashion houses. The color scheme supports the East Coast and West Coast influences.

“We were honored to work with such an iconic brand as Liz Claiborne and their CEO Bill McComb to help transform the company in what is really a new beginning and chapter in an amazing fashion story,” said Chris Bailey, president of Bailey Brand Consulting. “The new identity captures the New York and LA essence of this forward-thinking global enterprise.”

After operating for 36 years as one of the industry’s best-known companies, Liz Claiborne announced last fall that it would rename itself to reflect the sale of its namesake brand to J.C. Penney Co. Inc., and that it was no longer manufacturing Claiborne apparel. The name Fifth and Pacific Companies was chosen to reflect the company’s New York and Los Angeles roots, rather than a consumer brand. In developing the company’s new identity, Liz Claiborne’s CEO Bill McComb worked with Bailey Brand Consulting and Group SJR. Bailey developed the brand identity and Group SJR coined the name.

Bailey Brand Consulting has been building effective brand strategies for clients across the country and around the world since 1985. The company is guided by two core principles: that creating an emotional connection with consumers builds brand loyalty and that close collaboration with clients is key to producing those enduring bonds.