The project for creating a visual identity for LYFË, a fashion store specializing in designer clothing with a brutalist style, aims to develop a distinctive and memorable brand that reflects the store's philosophy and appeals to its target audience. LYFË seeks to stand out in the fashion market through its innovative approach to design and unconventional fashion solutions. The primary goal of the project is to establish a visual language that embodies the brand's aesthetic and attracts its customers.
To address the technical assignment, it is essential to conduct market research and analyze the target audience to better understand their needs and expectations. Based on this data, a conceptual solution will be developed that reflects LYFË's uniqueness.
The focus was on creating a logo that will serve as the centerpiece of the branding. The logo must be both succinct and memorable, combining elements of brutalism such as clean lines and geometric shapes with contemporary design trends. The color palette was chosen to emphasize neutral and natural tones, highlighting the inherent ruggedness and elegance of brutalism.
Thus, the project for developing LYFË’s visual identity was executed in line with the brand's philosophy, emphasizing its uniqueness and attracting the target audience. The result will be a cohesive and memorable brand image that will help LYFË establish a prominent place in the designer clothing market.