To establish a brand on the market these days, it takes both a good branding as well as an authentic key message that future customers can identify with.
Task
For Newounsa, a premium fashion retailer from Beirut, we developed the brand act – short for apparel con–temporary. A progressive retail concept, carried by the customer’s vision and bold claim to create something new and radical for the local market.
Solution
Schwitzke ID defines a clear design that thrives on the tension between high quality, edginess and zeitgeist. Because act is a call-to-action – the call is to develop your own attitude and carry it out into the world. This spirit is conveyed through a challenging, inviting language, which continues in a clear, focused typography. By addressing its customers directly, act makes them part of the brand: act like a superhero, act like a raindrop, act like a thunderstorm. This is supported by a simple color palette of light gray nuances, contrasted with rich black and a strong, proud royal blue. When it came to materials and production, the customer found great importance in the project being an economically and ecologically justifiable production of small quantities.
