Connecting with new audiences through rebellion.

This project arose as an act of rebellion against social media and its harmful 24/7 perfection paradigm, which affects millions of people’s self-esteem and values every day. A clothing brand with a clear message: “Hey poser, we don’t like you.” As simple as that, pretty straightforward.

The simplest visual identity and a meaningful name were chosen to launch the brand, conceived for digital environments. Thus, we had the opportunity to explore new ways of connecting with a different target through its values and convictions, meeting its demand for expression. A fruitful test and a different way of learning about the market of the future.

Brand identity / Naming / Content / Communication strategy