FRESH Streetwear
Visual identity
The FRESH brand
• Inspirational moodboards
• Logo and pattern concept
• Clothing visuals and mockups
FRESH is a streetwear or street clothing brand.Directly inspired by “street” trends, it targets the general public by surfing on an image at the cutting edge of fashion.
FRESH wants, as the name suggests,inspire freshness, with visuals and aquatic patterns reminiscent of the pool, summer and lightness, combined with a more sober and geometric logo.
• Iridescent clothes, in iridescent vinyl lycra, which are part of the current trend
• Color range composed of sky blue and turquoise, reminiscent of the freshness of water, summer, swimming pool
• Association of a typographic logo, sober, with clothes with colorful patterns
• The logo design is inspired by urban tags and graffiti
• The style of the pattern is inspired by the "Memphis style" patterns of the 80s
• The drops are reminiscent of water, toothpaste, freshness
The logo is composed of a font in capital letters and without serifs, foravoid a "chic" or old image, which a serif font could give, and which would be less suitable for the imagetrend, therefore modern, that the brand wants to give.It is striped with a “graffitti spray” effect line applied in negative space to keep the logo unicolour.
It is available in a condensed form "F" which is easily recognizable, and which serves as a symbol for labels, accessories as well as small items from the clothing assortment.
The graphic concept of FRESH lies in the contrast between the sober, unicolour logotype, and the colorful and asymmetrical pattern.It represents droplets of water arranged in bulk that evoke the “freshness” side of the brand.
The color range is composed of sky blue and turquoise blue, cool colors that can also be found in the iridescent fabric used for clothing.
• Directed by Soraya Poulin, T.Rondelli, E.Sonnay
• As part of the Alexandre Alvarez pre-press course - Canvas School, 2020
• Presentation folder of a streetwear fashion brand
