Advance by Felix

Felix, the leading department store in Central America, needed to rebrand their private-label brand, Advance.

We developed the concept, strategy, and symbol for Felix’s exclusive brand.
While keeping the original font, we created a unique symbol to set it apart.

Inspired by the rare three-leaf clover—one in every 10,000—that stands out for those who know where to look: a symbol for the lucky few.