What is ‘Semper’? A women’s fashion brand, founded by three female fashion designers with three different styles of fashion design: Elegance, Luxury and Distinctive Rebellion. Although each person has a different design style, it is Semper’s signature as it creates a diversity and unlimitedness in their collections.

Brand concept development: Semper’s diversity is an interesting idea to develop visual identities for the brand itself. At the same time, the brand name: ‘Semper’ is inspired by ‘Semper Augustus’, the most expensive tulip species in history, this name has spoken for itself: a brand for women, modern luxury, and a bit of classic. Hence, we decided that this flower would be the key visual for brand identity with modern vibration, which can represent all three Semper’s founders and express the distinction in their collection.

About the identity: The colour system that takes inspiration from the colour that represents three different characters: Luxury, Elegance and Rebellion. The Logo mark: Took inspiration from the shape of tulip flowers, the logos easily convey the origin of the brand story and brand attributes. Tulips had known as the symbol of luxury, feminine and class.

Logo Variation: In order to create homogeneity in the brand identity, simultaneously demonstrating Semper’s diversity, we decided to create 3 version of logo that based on the original one. Additionally, inspired by the appearance and feelings when touching the materials of the representative costumes that express Elegance (Formal), Distinction (Rebellious), Luxury (Soft). Logotype: As an organic typeface, Optima which contribute the feelings of the heritage and softness. Therefore, it is suitable to go with the logo mark representing Semper’s attributes.

The illustration: The abstract pattern on the business card that directly come from the pattern on the Semper Augustus; beside, we put into it the feelings of material; Rebellious Red: more chaos, Elegance Violet: softer and Formal White: straight.