FAO Schwarz has unveiled a brand redesign that includes a new logo, new packaging, a new retail look, and an expanded product line.
Fashioned in a color palette of deep red and two shades of silver, the new FAO Schwarz logo emphasizes the initials (F, A, and O) of the retailer’s founder, Frederick August Otto Schwarz. A new character, “Wit,” also debuts in the logo, adding “a fairytale element of fun and surprise.” The retailer is also debuting a new package design featuring the new logo. The packaging is designed so that it requires no additional wrapping if given as a gift.
FAO is also expanding its line of signature products, with some old favorites—such as The Big World Map and Sleepy Time Teddies—making a comeback. Additionally, FAO Schwarz, its pop-up shops, and FAO.com will feature the retailer’s brand new color scheme, including the redesigned logo.