Fluid is a gender-fluid clothing store created with the intention of being a safe space for people to shop and express themselves authentically. By defying the norm and removing the gender segregations of typical clothing stores, Fluid provides a place where their customers can shop freely without the fear of being questioned or judged for their choices.
The tone of voice I’ve chosen to utilise for the brand incorporates the juxtaposition of minimalistic elements against holographic textures. The holographic component is used with the intention to represent fluidity and the idea that gender is a spectrum, as opposed to a concrete thing. It also references the colours of the LGBT+ flag which is important as the brand has particular focus on individuals who identify as part of that community. The use of holographic textures also gives the brand a more futuristic tone, which feels appropriate as we enter uncharted territory. The use of white and clean elements in conjunction with the textures helps refine our envisioned tone so that it doesn’t impend on the typical cliche of LGBT designs.
