TRUE NAVY BLUE
Branding, Package, Signage

The owner of NAVYBLUE, a clothing boutique in Japan, asked us to design the logotype and signage for his new luxury clothing boutique.

Inspired by his first store, NAVYBLUE, we came up with a new name TRUE NAVYBLUE for his higher-end clothing boutique. By adding TRUE, the name represents the distilled idea of his first store, and the rhymed name is hopefully memorable and distinct. We played with positive and negative shapes of T and N. Designing with grid-based approach was a result of studies.