Brief: Develop a brand identity for a premium streetwear app that provides streetwear fashion enthusiasts access to the latest fashion without having to queue.

Solution: This brand identity is derived from concept of the illuminati and secret societies. Secret societies are seen as the holders and owners of information that the common man doesn’t have access to. This makes them the illuminated/enlightened ones as they hold knowledge and secrets of the world.

The brand identity pushes this ideology by “indoctrinating” consumers of the app into a secret society of chosen ones who can buy and access the latest in couture street fashion, while the rest stand in queues and fight over stock. The name is derived from Adam Weishaupt (Vice-haupt) who is known as the founder of the illuminati.