Elizabeth Hilfiger’s streetwear label, Foo and Foo, engaged FAM to shape its brand DNA and visual identity from inception. The goal: to establish an irreverent and impactful design system that embodies Hilfiger’s anti-establishment philosophy. Merging ‘90s graphic impact with digital-age design codes, FAM developed a modular, icon-intensive brand identity and an unexpected digital experience, positioning Foo and Foo as a cultural intersection of fashion and art.