When we initially heard the name of the brand, the first thing that came to mind was a symbol. A symbol that didn’t necessarily make sense just by looking at it, but meant something. Something that gets people intrigued just by its sheer exclusivity.

This idea coupled with what the brand stands for, gave me enough to work with when we came up with the logo.

We created something edgy and fluid at the same time – On one side the logo is just that, sharp and edgy on the other it’s very curvilinear. Having these exist in the same logo to me wasn’t meant to create contrast but rather carve out a balance.

By joining the ‘5’s separately on different planes, the way the brand is pronounced is made clearer “Fifty-Five Fifty-Five”, not “Five Five Five Five”.