brani
EN - brani brand
Logo and brand identity design for brani urban clothing.
brani is a brand that manages to create and innovate a unique style and unique garments, seeking a different and urban touch while maintaining the essence.
"City in Style" is a brand development concept that encapsulates the essence of contemporary urban living through fashion. In the hustle and bustle of the city, the brand seeks to empower its wearers to express their authenticity and personality through clothing.
Here is a more detailed description of this concept:In the logo and the brand we achieve the desired result which leads to encapsulating and encompassing all the elements.
The Business Challenge (The Brief)
The streetwear sector is saturated with brands competing solely on price or loud logos. The challenge with BRANI was to position a new streetwear brand within the premium/boutique segment, elevating the product's perceived value to justify a higher price point and connecting with a young yet mature consumer who seeks exclusivity and sophistication.
The streetwear sector is saturated with brands competing solely on price or loud logos. The challenge with BRANI was to position a new streetwear brand within the premium/boutique segment, elevating the product's perceived value to justify a higher price point and connecting with a young yet mature consumer who seeks exclusivity and sophistication.
The Insight (Consumer Truth)
Today’s high-end streetwear consumer doesn't just buy clothes; they buy identity and a sense of belonging. They seek brands that feel architectural, clean, and timeless, yet retain the intrinsic rebelliousness of urban culture. Less is more: sophistication is the new language of the street.
Today’s high-end streetwear consumer doesn't just buy clothes; they buy identity and a sense of belonging. They seek brands that feel architectural, clean, and timeless, yet retain the intrinsic rebelliousness of urban culture. Less is more: sophistication is the new language of the street.
The Creative Concept (The Big Idea)
"Urban Structural Elegance."
We decided to steer BRANI’s visual universe away from classic streetwear clichés (graffiti, color saturation) and toward a realm of minimalist, editorial, and geometric design.
"Urban Structural Elegance."
We decided to steer BRANI’s visual universe away from classic streetwear clichés (graffiti, color saturation) and toward a realm of minimalist, editorial, and geometric design.
Art Direction and Execution (The Solution)
• Typographic Identity: We created a brand system based on a solid sans-serif typeface with generous proportions and wide tracking (letter spacing). This conveys the solidity of asphalt while maintaining the refinement of a high-fashion house.
• Industrial Contrast: The color palette employs a stark black-and-white contrast, reinforced by tactile physical finishes on stationery (heavy cardstock, matte textures). This ensures that the initial physical interaction with the brand—such as unboxing or handling a tag—is a luxury experience.
• Visual Sustainability: The design is an open system that works equally well embroidered on a heavyweight sweatshirt, printed on a shopping bag, or displayed on a digital interface, ensuring brand consistency across all touchpoints.
• Typographic Identity: We created a brand system based on a solid sans-serif typeface with generous proportions and wide tracking (letter spacing). This conveys the solidity of asphalt while maintaining the refinement of a high-fashion house.
• Industrial Contrast: The color palette employs a stark black-and-white contrast, reinforced by tactile physical finishes on stationery (heavy cardstock, matte textures). This ensures that the initial physical interaction with the brand—such as unboxing or handling a tag—is a luxury experience.
• Visual Sustainability: The design is an open system that works equally well embroidered on a heavyweight sweatshirt, printed on a shopping bag, or displayed on a digital interface, ensuring brand consistency across all touchpoints.
Commercial Impact
Thanks to sophisticated art direction, BRANI immediately established itself as a cult brand, garnering mentions and collaborations in leading international design media (such as CardDsgn) and multiplying the perceived value of its collections prior to their market launch.
Thanks to sophisticated art direction, BRANI immediately established itself as a cult brand, garnering mentions and collaborations in leading international design media (such as CardDsgn) and multiplying the perceived value of its collections prior to their market launch.
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