First Notion | Brand Identity & Apparel Design

First Notion is a menswear brand based in Kuwait. The founder wanted bold, playful designs across t-shirts, hoodies, and sweatsuits, but grounded in something personal. The ambition was casual streetwear that still feels rooted in identity.

Competitor research came first, followed by a deeper dig into the founder's family name, which translates to "two shields." That led to research into traditional Middle Eastern shield forms, their shapes, ornamentation, and cultural weight.

The decorated shield motifs were stripped back into a clean, simplified logo mark. To keep the playfulness the brand needed, a pattern system was developed that could transform into the logo itself, making the mark flexible and dynamic rather than static. For the apparel, the pattern and the brand's spirit carried through into silhouettes and graphic treatments, connecting identity to product.

These mockups serve as the foundational blueprint for implementing First Notion's brand identity across various mediums. They illustrate how the brand's clean, bold, and playful aesthetics can be seamlessly integrated into different platforms, from banners and advertisements to social media posts. By providing a visual representation of the brand's dynamic identity and design elements in different contexts, these mockups ensure a consistent and cohesive presentation of First Notion's identity, reinforcing its unique style and appeal in every application.

These are some of the mockups for the design of First Notion's apparel collection. Each mockup showcases the clean, bold, and playful brand identity through thoughtfully crafted designs, incorporating the dynamic logo and distinctive brand elements. These visual prototypes provide a glimpse into the upcoming collection, highlighting how the brand's unique aesthetic translates into wearable pieces. They serve as a guide for the final production, ensuring that every item embodies the essence of First Notion's commitment to style and comfort.

Full brand identity system including logo, brand guidelines, apparel design, tech packs, and print-ready production files.