Divergent Apparel Branding 2021
Divergent is a high end, homegrown streetwear brand aiming to break conventions and pioneer the bold through their statement pieces. They believe in providing wearable art for people who want to stand out from the crowd, live in the spontaneity of each moment and look to express themselves through what they wear.
ROLE
Branding & Graphic Design
SECTOR
Retail Apparel
BRIEF
To develop a versatile, edgy and sophisticated identity system in line with the brand's personality and business goals.
To develop a versatile, edgy and sophisticated identity system in line with the brand's personality and business goals.
Finalised Divergent Logotype
IMPORTANT QUESTIONS
Who is a Divergent Customer?
The brand caters primarily to people between the ages of 20 to 40 years who want to stand out in a crowd.
1. These individuals are dissatisfied with the generic, run in the mill clothing provided by other brands in the market.
2. They are adventurous and eager to try new things. They are exposed to and have access to global brands and take cues from celebrities and influences.
3. These users do not mind paying a higher price but expect the quality of their products to be top notch with a number of options for them to choose from.
3. These users do not mind paying a higher price but expect the quality of their products to be top notch with a number of options for them to choose from.
Who is a Divergent? Why does it exist?
visual design
Drawing from brands personality, each of the directions highlight the main characteristics.
Drawing from brands personality, each of the directions highlight the main characteristics.
DIRECTION 1
Using high contrasting colours, high impact photography, a fluid symbol juxtaposed with a more structured logotype, this direction brings in movement, spontaneity and is a metaphor of embracing differences under one unifying ethos.
Using high contrasting colours, high impact photography, a fluid symbol juxtaposed with a more structured logotype, this direction brings in movement, spontaneity and is a metaphor of embracing differences under one unifying ethos.
DIRECTION 2
This direction takes a very direct approach to youthful, loud and self-expression through quirky photography, rounded edges and bold typography. The symbol is simple yet impactful to convey the underlying purpose of divergent customers standing out of the crowd.
FINAL CHOICE: DIVE INTO THE UNKOWN WITH DIVERGENT
This approach showcases Divergent's remarkable versatility, seamlessly melding to diverse personalities. The trio of primary logo lockups, accentuated by the tilted 'i,' symbolizes individuality amid global norms. Complementing this, dynamic photography captures people in motion, beckoning observers to immerse themselves in each moment fearlessly.
