TradFit Rebrand: A Bold Heritage Identity

Project Title: TradFit Luxury

Role: Brand Identity Designer & Strategist

The Challenge: To reposition and rebrand TradFit into a bold, refined identity that celebrates the richness of Nigerian heritage, aligning with the tastes of individuals who seek premium, culturally rooted fashion.

The Solution: I developed a comprehensive brand strategy anchored in three pillars: heritage, elegance, and personalization. This transformation included both strategic brand positioning and a refined visual identity system to reflect the brand’s new focus on premium footwear and tailored traditional fashion.

I designed the logomark using an interlocking "T" and "F", symbolizing unity between "Tradition" and "Fit". The serif wordmark complements the mark with a balance of formality and sophistication. Versatility was ensured with primary, secondary, and mark-only versions.

I selected navy blue for stability and depth, gold for prestige and heritage, and off-white for a soft, modern luxury aesthetic. Together, the palette communicates refined elegance with African inspiration.

I chose Cinzel for its regal, traditional feel and paired it with Gotham for a clean, modern look, mirroring the brand's traditional-modern duality. The type system was established to guide clarity and hierarchy in brand messaging.

I designed visual patterns derived from the logo mark to infuse depth and uniqueness into print and digital touchpoints, while remaining culturally resonant and minimal.

This section brings everything to life, showing how the strategy and design system translates into real-world usage across apparel tags, packaging, digital media, and beyond.

TRADFIT identity is a sophisticated blend of heritage and modernity. It empowers wearers to express culture with pride and precision. I made sure the identity system is scalable, premium, and culturally rich, ready for launch across clothing, digital platforms, and high-end print materials.