Gratitude Apparel
BRAND IDENTITY
CLIENT: GRATITUDE APPAREL
YEAR: 2024
ROLE: BRAND DESIGNER · VISUAL STRATEGIST
TOOLS: ILLUSTRATOR · PHOTOSHOP
A COMPLETE BRAND IDENTITY DESIGN FOR GRATITUDE APPAREL, A MINIMALIST CLOTHING BRAND FROM THE PHILIPPINES. THE BRAND CENTERS ON A SIMPLE BUT POWERFUL IDEA — WEARING POSITIVITY THROUGH THE WORD “GRATITUDE.” THE GOAL WAS TO CREATE A CLEAN, CALM, AND TIMELESS VISUAL SYSTEM THAT REPRESENTS MINDFUL LIVING AND APPRECIATION IN EVERYDAY LIFE.
CONCEPT
THE BRAND EXPRESSES CLARITY AND BALANCE THROUGH DESIGN.
THE BOX SYMBOL REPRESENTS STABILITY, WHILE THE COLORS — FOREST GREEN (#334D3D) AND RUM SWIZZLE (#F3EDD9) — REFLECT CALMNESS, NATURE, AND WARMTH.
GREEN SYMBOLIZES GROWTH AND HARMONY; OFF-WHITE CONVEYS SIMPLICITY AND SOPHISTICATION. TOGETHER, THEY REPRESENT A GROUNDED, MINDFUL LIFESTYLE.
CREATIVE DIRECTION / PROCESS
THE DESIGN WAS BUILT ON THE BRAND VALUES — MINIMALISM, CALMNESS, AND GRATITUDE — USING GEOMETRIC FORMS AND CONSISTENT SPACING FOR BALANCE AND STABILITY.
CHALLENGE: TO BALANCE MODERNITY AND EMOTION, SOLVED THROUGH THE USE OF DM SANS — A GEOMETRIC, FRIENDLY TYPEFACE.
RESULT
A COHESIVE VISUAL IDENTITY THAT FEELS MODERN YET HUMAN, COMMUNICATING THE BRAND’S PURPOSE — TO STAY GROUNDED AND EXPRESS GRATITUDE THROUGH SIMPLE, MINDFUL DESIGN.
THIS PROJECT HIGHLIGHTED HOW MINIMALISM, WHEN DONE WITH INTENTION, CAN CREATE A LASTING EMOTIONAL CONNECTION.
Raincloud
BRAND IDENTITY
