[ PROBLEM ] Digitalisation has profoundly transformed the branding industry, with a significant side effect: the ‘blandisation’ of brands, resulting in the homogenisation of brand identities. UNDERCOVER is a fashion brand that mixes high fashion with tokyo’s punk streetwear aesthetic. However, its current logo fails to capture the multifaceted essence of the brand.
[ IDEA ] Redesign of the brand to break free from blandness and highlight undercover’s rebellious spirit and commitment to stand out.
[ EXECUTION ] The first rule is that there are no rules. The choice is yours. UNDERCOVER is about deciding, rebelling, customising. Making each piece unique, creating something new. Pulling a thread to make the concept of undercover tangible by giving value to what is underneath.
