Client
Factura is a shop for women's hats with prints and not only. Most of Factura's products are created under the individual order using unique technologies and best materials.
Aim
Create a corporate identity that will make the brand stand out from competitors, reflect its character and attract a young audience. Such words as style, elegance, and creativity should be associated with the brand.
Concept
To create the brand's visuals, I worked out its strategy: I identified the core of the target audience — people who value emotionality, care, and love in communication with the brand. They prefer a minimalistic and aesthetic design with flowing lines.
I also compiled a number of emotional brand benefits, which I then reworked into slogans. I transformed its advantages (it helps people feel confident and stylish without much effort) into a slogan: “If you don’t know what to add to your look — add a hat”. Based on this input, the corporate identity of the brand was created.
The sleek letterforms of the logo resemble hats thanks to the increased typeface contrast. Three symbols are used to reveal the hat theme; this is a reference to three prints that can often be found in the fashion industry: argyle, glen plaid, and houndstooth. They are stylized and combined in a solid composition to emphasize creativity and nod to tradition.
All corporate identity components are made in a minimalistic style without rigid structure; while corporate symbols add playfulness.
