The brief for this project was to develop an identity for a new brand and to create appropriate accompanying graphics. Inke is a new fictitious contemporary women and menswear label that delivers a collection of minimal and simplistic wardrobe essentials. The brand challenges the ever changing nature of modern dressing and embraces functional designs with attention to detail. The aim was to create a brand identity which represents neutrality and simplicity. The final result was kept minimal with colour choice and a classic, sleek and refined serif typeface evokes a feeling of simplicity, freedom and comfort.