DEVOLUSSO - Brand Identity Design

Prince Pal Singh

Completed work

Brand Design

Brand Strategist

Logo Designer

Figma

Fashion & Apparel

Logo Explainer

🧵 Case Study: DEVOLUSSO

Crafting a Luxury Fashion Brand with a Divine Identity

🪄 Project Overview

Client/Project: In-house Concept Development Role: Brand Strategist, UI/UX Designer, Creative Director Deliverables: Full Brand Guidelines Document, Naming, Identity System, Logo Usage, Color System, Typography, Voice, Packaging Direction

Goal: To build a timeless, masculine-yet-elegant fashion brand inspired by divine heritage and modern Italian luxury — from scratch.

✨ The Challenge

In a saturated fashion market where trends change faster than seasons, I aimed to create a brand that stands still — not by being static, but by being eternal.

The brief was self-imposed but crystal clear:

What if we built a luxury brand that merged Sanskrit spiritual essence with Italian sophistication?

Thus, DEVOLUSSO was born — from Devo (divine) + Lusso (luxury). A name that feels like silk on the tongue and gold on the label.

🪷 Brand Naming Philosophy

Finding a name was no accident. I explored linguistic roots from Sanskrit, Urdu, and Italian, blending Eastern mythology with Western elegance.

DEVOLUSSO emerged as:

Universally pronounceable

Evocative of luxury

Deep in meaning

Memorable and aspirational

📘 Building the Brand Guidelines

The heart of this case study lies in the brand book — a foundational document to ensure every future visual, word, and stitch stays on-brand.

🛕 Brand Essence

Tagline: “Crafted for the Bold”

Brand Voice: Confident, poetic, minimalist

Personality: Regal, grounded, modern, spiritual

🎨 Visual Identity

Color Palette

Midnight Black — Power, timelessness

Ivory White — Purity, serenity

Antique Gold — Opulence, sacredness

Deep Saffron — Cultural warmth

Typography

Heading Font: Cremona

Body Font: Switzer

Accent Font: Italic/scripty for poetic phrases

Logo Usage

Horizontal and monogram versions

Embossed variants for packaging

Clear-space and misuse rules defined

🖋️ Brand Voice & Storytelling

I defined a tone that speaks to modern royalty — those who don’t need to shout their success.

Examples:

“Each stitch remembers a story.”

“Crafted for those who walk like kings but speak like monks.”

“Less noise. More presence.”

🧵 Brand Application Previews

The guidelines also included mockups and creative direction for:

Hang tags

Label design (woven black + gold thread)

Packaging (matte black boxes with foil logo)

Website and editorial photography direction

🧭 Outcome

The final brand guidelines act as a north star for every touchpoint — from design to dialogue. With this, DEVOLUSSO is positioned as a future-forward fashion house that honors the past without being stuck in it.