Goal: Create a distinctive identity for a fashion brand that communicates warmth, freedom, and individuality without relying on the restrained visual conventions commonly used by fashion labels.

My role: I developed the logo, expressive letterforms, colour system, photographic direction, and composition principles, as well as key applications for outdoor advertising, social media, the website, and product presentation.

Result: I created a recognisable visual system built around unconventional typography, natural colours, and contrasting imagery, with enough flexibility to evolve across future collections.