SELFRIDGES is the home of Retail Therapy, a destination where people come not only to find what they’re looking for, but to feel good while doing it. It’s a place to please your SELF.

Our pseudo-psychological language reframes the things SELFRIDGES offers; beauty, fashion, food and experiences… as a form of “self-help”.

Each SELF… expression delivers a little moment of recognition, while connecting what’s on offer to how it makes us feel.

The tone captures the confident, irreverent spirit of SELFRIDGES. It celebrates the idea that sometimes looking after yourself means feeling good about your SELF.

FIND YOUR SELF @ SELFRIDGES&Co

By turning SELFRIDGES’ iconic logotype into a playful language of self-expression, we create a distinctive connection between personal wellbeing and the pleasures of shopping.

An idea that can attract, inspire and engage customers throughout their journey, while reinforcing SELFRIDGES as the place where you can be your SELF.

The idea is built around the brand itself, so it can live seamlessly across every touchpoint, from out-of-home and social to in-store, promotions, packaging and concession collaborations.