Tiger’s Eye – fashion brand identity design. It is a concept design that explores my interest in branding, visual identity and designing for fashion brands.

Designed for young professional women working who consider themselves alternative, Tiger’s Eye is based on the idea that looking professional should not be at the cost of self-identity or financial stability. It is described as corporate professional clothing for “women with edge, inspired by a high end look at a high street price”. The visual identity is inspired by high fashion, business casual and alternative clothing alike, but promotes the clothing’s affordable production and deals that make it accessible.

The branding for Tiger’s Eye aims to express its identity as both a high fashion, business casual and alternative-inspired clothing brand. It strikes an image that is sharp but not intimidating, rather confident and assertive. The hints of pink among the black and silver-white suggest a sense of glamour and edge, especially against the matte black background. I aimed to keep the logo 100% typographic in reference to the classic fashion logo that places all the emphasis on the brand’s name, with a strong typeface that gives it character and makes the Tiger’s Eye brand instantly recognisable.

The identity is designed with a London state of mind when it comes to inclusivity and innovation, for someone hoping to find their place within a fast-paced society. It aims to speak for people who aim for out of the ordinary, who are career-focused and goal oriented but not at the expense of who they are.