Sewing a Story
Perona is a premium fashion brand, with a clean and minimal aesthetic. The identity of Perona
starts with the brand pillar ‘Modern Minimalism’. The inspiration behind the identity is reflected in the brand
name itself ‘Perona’, which means ‘sewing’. The main strength of the brand lies in the skill and craft of leather,
and therefore it became an essential part of the concept. The custom type developed, resembles the fluidity
of the thread and the mark is a modern, stylised rendition of the needle piercing through the thread,
which is a classic way of sewing leather.
*This project was done while working with Illum Design / Content by Nasreen Singh
Imagery & Tone of Voice
The brand’s imagery and communication also reflects modern minimalism. It’s clean, graphic
and modern, that matches the brand’s design philosophy. Although aiming for a minimal aesthetic,
it should not get cold, impersonal or basic.
Perona is for everyone. The products are meant to be interpreted differently by different people,
based on their style and preferences. The products don’t dictate, they aim to blend seamlessly into people’s
lives, as an extension of their personalities. The images reflect different personalities that people can
connect with, almost as if it is the brand’s muse. Along with the clean and crisp tone of voice, the imagery
will help sewing Perona’s own unique story.
