Celebrating a sustainable B-corp, female-led, and majority female-owned company through a brand-new identity.

Shaker was originally founded as LUXTRA, rebranding as Shaker in 2023.

Creating a brand that could translate a positive impact has always been a mandatory point of the company. That's why the elements of the identity are limited but carefully selected to express Shaker's strategy in the best way, prioritizing space for the products.

The main research was focused on selecting a typography that could resemble the fashion industry without appearing too exclusive and maintaining a down-to-earth feel. The same concept was applied to photo production, creating images that defy conventional fashion norms and focus more on capturing the quirkiness of moments, adding an extra layer of surrealism.