3 min read

·

Apr 29, 2025

RAD-X is a fashion retail store that offers both its own in-house collections and a curated selection of third-party brands. The brand was developed to feel premium yet accessible, appealing to modern shoppers who value both exclusivity and variety.

The core challenge was to create a cohesive identity that visually unites a hybrid inventory — balancing RAD-X’s own brand with external labels — while maintaining a stylish and fresh aesthetic suitable for a dynamic fashion market.

The primary audience consists of Gen Z and Millennial consumers who are highly visual, trend-aware, and drawn to clean, modern branding. They appreciate curated fashion experiences and expect digital-first, aesthetically cohesive brand environments.

A calm, muted color palette was selected to evoke elegance, trust, and balance.

#6C6B70 (charcoal gray) was used for core elements like typography and logo accents, ensuring visual strength.

#E1E6E9 (pale silver) created a soft, neutral background ideal for product highlighting.

#BBCDD1 (soft slate blue) was applied to interactive elements for a refined, inviting touch.

#707E89 (steel blue) distinguished RAD-X’s proprietary products, helping guide user attention and promote the in-house line.

This palette ensures both readability and emotional consistency across all applications, from the website to packaging.

Applications of the brand identity across website mockups, product packaging, and signage showcased strong visual cohesion. Post-launch feedback indicated increased brand recognition, with users specifically noting the clean, “premium but friendly” design. Engagement with RAD-X’s own products rose significantly, supported by the clear visual and verbal distinction in the shopping experience.

The RAD-X brand identity successfully merges curated retail and proprietary fashion into a single, cohesive system. Through thoughtful use of muted colors, clean typography, and an inviting tone, RAD-X now stands out as a contemporary fashion destination. The system is flexible and future-proof, allowing the brand to grow without losing clarity or character.