FORMEL CAMELE

Formel Camele is the leading women's accessory brand under TRIBONS. In 2017, it was established with the goal of embodying both "Formel" (conventionality) and "Camele" (versatility), catering to trendy women while maintaining their individual styles.
During this brand renewal, we recognized the challenges in conveying the brand's philosophy to consumers. Through redefining the brand's essence, we focused on enhancing points of connection that allow FormeCamele to approach consumers with an easier and more intuitive language that belongs uniquely to the brand.
In FormelCamele, "Formel" stands for the 'essence redefined as basic, circular, and foundational,' represented by 'Form' after redefinition. "Camele" represents 'the possibility of one change, diversity,' captured more intuitively as 'Change' after redefinition.
Developing the brand tagline "Form of Change," we defined FormeCamele as a brand that encompasses 'all forms of change,' supporting individuals of this era to express and project themselves in various ways, sensibly and creatively. This narrative pervades all contexts, encouraging a vivid and enjoyable narrative, adding depth and meaning to each moment.