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Certainly no brand could use a makeover more than the Pete Doherty-addicted Kate Moss, right? But that’s not exactly the story behind this identity for Brand Moss, which comes to us by way of our friends at Creative Review. Moss needed tags for her new fashion label premiering at the UK’s TopShop in May and looked to Peter Saville and typographer Paul Barnes to create a logo that could be used across a range of Kate Moss products (perhaps a line of these?). But even Saville could not escape being drawn into the supermodel’s tabloid-soaked world:

Moss’ involvement in the process came towards the end, when Saville presented her with 20 identity options to view in a meeting that gave him a taste of the model’s paparazzi-hunted lifestyle, when the two were photographed smoking cigarettes out of Storm’s office windows and ended up in the News of the World and on the cover of a French gossip mag, which questioned who Moss’s “mystery new man” was.