Client: Discouture — Service: Brand Identity Design — Year: 2022 — Creative Direction: Darya Khliustova
Discouture is a fashion brand of luxury accessories, mainly bags, which are thoughtfully crafted to connect with a customer on every level: visually, mentally, spiritually, and emotionally. Discouture's philosophy is centered around the belief that strength of character is derived from a harmonious intertwining between our inner self and our external persona. The brand’s pieces are meant to serve as a visual echo of the customer’s true spirit.
The client reached out to me to create an elegant and charismatic visual identity that would reflect the brand's values and philosophy. Since the Discouture’s accessories are organically woven into the customer’s style, to reflect this key feature of the brand, I was looking for the right metaphor and got inspired by snakes because they are constantly transforming accordingly to the environment and imperceptibly merge with it. Moreover, they look elegant and mysterious which aligns perfectly with the brand’s vibe. Therefore, the snakes were chosen as the main visual image of the brand identity, and their wavy shapes were used as a main motif in the brand logo, typography, packaging, and print materials. These shapes, together with the deep blue color, envelop the brand in a cloud of mystery that one wants to explore and reveal.
