Branding for a Clothing Store

I created a clothing brand as a design and branding project.

I was inspired by Kintsugi, a centuries-old technique from Japan used to repair broken artifacts with gold and resin. I find it interesting to use this concept as the idea on which "Soboku" is created, a brand that reflects the beauty in human imperfection and that encourages exploration and discovery of oneself through style and clothing. Simplicity is a central concept, which must dominate above all things.

Soboku is the attachment and pride for our roots and the growth that knowing each other means. The forms that represent it are the wings of a butterfly (Symbol of transformation) and a root (Symbol of origin or provenance).

The archetypes that represent the brand are the Rebel and the Explorer.

After many tests I managed to select the final logo that will have 3 variants based on the different clothing lines that are intended to be created (Classic, Casual and Premium). The main logo (Casual Line) looks like a classic Japanese stamp, which will be printed on the labels of all garments as well as on boxes and in the graphic representations of the brand on social networks. The classic line will be represented by the same logo in black and white, implying that the purpose is to provide the customer with a versatile product. The logo of the premium line will be stamped with the silk-screen printing method in gold, which expresses quality and exclusivity.

More than a brand, Soboku is a purpose.