we x wear
we x wear is an imaginary unisex clothing brand that that offers comfotable, high quality, and sustainably sourced apparel for people acrosss the gender spectrum and beyond.
This is a self-driven project; the only prompt was to “create a brand and challenge yourself in the process”. I’m passionate about pushing gender norms, especially when it comes to clothing. As we move past strict gender roles as a society, this project is for everyone who has a hard time finding clothes that fit their desired expression.
Brand Identity Project
From the start, I knew I wanted the logo for ‘we x wear’ to be an X. Not only does this symbol represent gender neutrality, but also alludes to a relationship between the people [we] and the clothes [wear], and how complex it can be.
I desired for the x to be emphasized, either through encasing it in quotes marks, parenthesis, or having it be written in a different typeface. I landed on it being encased between slash symbols / / as these are used to denote “or”: the option to choose.
the ‘x’
The brand’s secondary logo are simply two w’s connected by an x. This logo references the initials of the name, as well as the relationship between subject and object. The typography symbolises the fluidity of gender and expression, and references the broad spectrum our clients identify with.
the ‘wxw’
typeface
It was important to me that the typeface for ‘we x wear’ was geometric, yet fluid. The font needed to be approachable, round, and modern, to convey all of the principles the brand represents.
I found the perfect fornt with MuseoModerno. The typeface is meant to be used only in lowercase and italics, to reinforce the casual feel to it.
The color palette of ‘we x wear’ is composed of deep, earthy tones, aside from the cream accent color. They match the street style that characterizes the brand, as they are removed from any gender stereotypes.
color palette
The main challenge I gave myself was to see how this brand could function in a digital space. It was really fun to work on the web design of the landing page for both computers and phones.
web design
roles
Strategy
Branding
Design