the design challenge
TO GIVE PERSONALITY TO A BASICS FASHION BRAND, KEEPING IT BASIC AT THE SAME TIME :)
For its rebranding, we aimed to create a sense of abundance, keeping the design simple, varied, vibrant, bold, and cool. Being a basics brand, our challenge was to craft a visual identity that would make it easily recognizable, while still leaving room for customers to imagine the collection as part of their personal wardrobe.
We developed a color-changing logo that adapts to the various lines within the collection: No Gender, Sports, Underwear, Night, and Accessories.
We used stickers to differentiate Basis new clothing from thrift items.Part of the research in stores.Made in collab with fashion designer Mia Soifer.Scanned encyclopedia illustrations to make gifs and posters.
nuestra ropa es el soporte: el sentido se lo das vos
The central concept, "Nuestra ropa es el soporte, el sentido se lo das vos," guided our approach. We incorporated scanned illustrations from 90’s encyclopedias, reinforcing the playful notion of clothes as a blank canvas for each user to express their individuality and preferences.