Branding // Aware Denim
Thao Le
Aware is a premium denim brand offering products made from recyclable materials that allow maximum wear and stretch. Their jeans range from Bootcut, Slim, Tapered, Flare to Cropped, and several more, you name it! As a premium clothing brand, Aware strives to cater to all genders and sizes, while being friendly to Mother Earth.
The direction for the brand identity of Aware is boldness meets minimalism, bringing a perfect harmony between the ruggedness of denim and the premium position of the brand. It is reflected in the simple color palette, with the vivid blue color being an undeniable attention grabber on its own. The color does not compromise on timelessness despite its vigor and playfulness.
The logotype uses a sans serif font with extra wide letterforms, which brings a modern and clean yet unique feel to the brand. The letters A in Aware is stylized to represent a pair of jeans, adding a fun touch to the otherwise simple logo, and the A is also used alone as a logomark.
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Posted Oct 21, 2022
Aware is a premium denim brand that strives to cater to all genders and sizes, while being friendly to Mother Earth through the use of recyclable materials.
