ByWho
Client: ByWho
Date: 2012
Assignment: Identity
Client: ByWho
Date: 2012
Assignment: Identity
ByWho is a new fashion brand targeted at the Chinese market, but designed with a Nordic idiom and approach to style and aesthetics.
The Danish designer behind the brand, Jacob Christiansen, have devised the concept where each new collection is being created in collaboration with a different fashion designer – hence the name ByWho?
Taking inspiration from the Chinese culture of calligraphy and writing, the visual identity is based on a typographical solution, combining the two words of the brand name in one coherent wordmark. Furthermore, a more figurative symbol in the shape of a mask, is added to the identity to function as a distinguishing mark, independent of the brand name. The design solution meets the fundamental challenge, that the brand identity should reflect the visual style of traditional western luxury brands – but also be able to enter into Chinese visual culture and not conflict with locally charged symbolism.
In connection to creating the visual identity, we were also asked to design a series of t-shirts, which will be included in the brand's first collection. Inspired by the optical phenomenon moiré, we made a series of graphic patterns, varying in form and color over the same basic theme. The abstract nature of the patterns make them universally accesible across cultural boundaries and norms.
The Danish designer behind the brand, Jacob Christiansen, have devised the concept where each new collection is being created in collaboration with a different fashion designer – hence the name ByWho?
Taking inspiration from the Chinese culture of calligraphy and writing, the visual identity is based on a typographical solution, combining the two words of the brand name in one coherent wordmark. Furthermore, a more figurative symbol in the shape of a mask, is added to the identity to function as a distinguishing mark, independent of the brand name. The design solution meets the fundamental challenge, that the brand identity should reflect the visual style of traditional western luxury brands – but also be able to enter into Chinese visual culture and not conflict with locally charged symbolism.
In connection to creating the visual identity, we were also asked to design a series of t-shirts, which will be included in the brand's first collection. Inspired by the optical phenomenon moiré, we made a series of graphic patterns, varying in form and color over the same basic theme. The abstract nature of the patterns make them universally accesible across cultural boundaries and norms.
