Brutalist, high-contrast, edgy fashion identity.
A raw, sharp-edged identity for a label that announces drops like a countdown, not a sale. Asphalt black and safety orange carry the weight, paired with a heavyweight condensed display face for tags and a monospace body face that keeps everything feeling utilitarian and underground.
Color Palette
The foundational colors driving the visual identity.
#111111
Primary background, garment tags
#FF5A1F
Primary accent, drop announcements
#B8B8B8
Secondary accent, textures
#F2F0EA
Primary text on dark, print
Typography
The typefaces that give the brand its voice.
Anton
Heavyweight condensed display face for drop announcements and tags.
JetBrains Mono
Monospace face for a utilitarian, technical streetwear feel.
Brand Voice
How we speak, write, and interact.
Sounds Like Us (Do)
- • Announce drops like a countdown, not a sale.
- • Use short, all-caps declarative statements.
- • Credit the city or scene the piece came from - specificity is street cred.
✕Doesn't Sound Like Us (Don't)
- • Don't use polished retail language ("shop the collection now").
- • Avoid soft, rounded visual elements - everything stays sharp-edged.
- • Don't over-explain the design concept; let the piece speak.
Brand in Use
A look at the identity applied across real touchpoints.
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