Task. Suprative is a Russian clothing and footwear brand inspired by street culture. During our research, we learned that appearance plays an important role for the target audience, with the help of clothing they show that they are not like their peers, that they are “different.” In fact, young people seek to show their belonging to the street culture, gain recognition within the group and become the embodiment of this culture. It was necessary to show that this can be done with the help of Suprative brand.
Solution. Brand strategy, verbal and visual identity were developed. The “leader of the pack” became the brand concept. With the help of this metaphor, we show both the idea of belonging to a certain group and recognition within the group. Representatives of the street culture are compared to a pack which consists of individuals of the same species and young people who have achieved recognition are compared to the leader of this pack. It was the idea of a pack with a leader that became the basis of the logo, and the visual language consisting of lines resembles a barcode creating a sense of belonging to a group. One more feature of the visual identity is masks that enhance the effect of the metaphor.
CREDIT
- Agency/Creative: Levon Grigoryan
- Article Title: Integrated Brand Development for Clothing Brand by Levon Grigoryan
- Organisation/Entity: Freelance, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Armenia
- Market Region: Europe
- Project Deliverables: Brand Advertising, Brand Creation, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Branding, Graphic Design, Identity System, Research, Tone of Voice
- Industry: Fashion
- Keywords: Black, fashion, leader, street, wolf
