Established in 2018, Saga has delivered modern and contemporary femininity to fashion lover’s daily life with various collections of silk scarves, bandanas, and turbans with signature colors, patterns, and elegant touch.
We usually hide our identity in different shells called apparel, similar to elegant scarves hidden in printed packaging. It is the time to uncover our characters and clarify Saga’s fashion aesthetics with lucency and honesty. As a result, transparent paper is the must choice to represent Saga’s fashion statement – “be true and unveil your glamour”.
Due to the unique and crafted sensibility of a fashion brand, hand-written notes appear in the graphic identity as inspiring messages to all beauties, with welcoming and empathetic manners.
Will you desire to discover the beauty underneath the covering? People cannot stop their curiosity about pretty secrets, especially when their imagination flourishes constantly. Therefore, all silk scarves are placed into transparent applications, making the audience tremble in the attentiveness to reveal what is inside.
The minimal layout and information contribute to the design, matching with tracing paper to create a visual metaphor of transparency and emptiness. The white-ink printing also works well not to distract the products but to provide enough information for these items. “Let products sell themselves”, Saga determines, and I agree.
In an attempt to declare our craftsmanship, silk scarves become the playful input to the design, interact directly with customers and convince them about their high quality. It is also fascinating to see their elegant patterns create ‘life’ to the blank-space brand identity, while interactively connecting with the surrounding environment.
A magic mirror is no more mythical, but a new AI solution installed in mirror-like displays at Saga stores. A motion-capture sensor is integrated with these devices, tracking your identity to welcome you or capture physical products to provide the necessary information and the online shopping experience.
- Agency/Creative: Alex Dang
- Article Title: Brand Design for Saga
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: Vietnam
- Agency/Creative City: Ho Chi Minh City
- Market Region: Asia, Europe, North America, Global
- Project Deliverables: Brand Design, Brand Experience, Brand Identity
- Industry: Fashion
- Keywords: silkscarves, fashion, scarf, beauty, female
Designer: Alex Dang
Photographer: Geno Korner