Brief

Immibrand is an apparel & accessories online store driven by a socially progressive political agenda. The project objective was to create a brand that addresses the positive influences immigration has had (& continues to have) in the United States. Target audience demographics were immigrant millennials, particularly Latinos living in the United States.

Challenge

How can a brand launch in a seemingly saturated market that addresses serious progressive political concerns without losing its relaxed lifestyle attitude by giving in to the cynicism of identity politics?

There was a certain play on words that grew from a simple formula.

brand + immigrant = immibrand

The form and essence of the brand were exactly that: identity. How much could the aesthetic be reduced to the essential without being lost to meaningless form? From ambiguity, a mark of recognizable voice took shape.

However passionate the project in social entrepreneurship it may be, it’s still a business. And a high-quality apparel line was also produced that reflected popular culture, center left progressive commentary and a casual voice that is intelligently unapologetic.

Welcome to the brand process of celebrating the journey towards the American Dream.

Client

Immibrand

Deliverables

Naming + Tagline
Logo
Brand Guide System
E-Commerce Website
Product Design
Copywriting
Marketing

Logo Considerations

reduce to the essential;
type had to have graphic legibility;
form couldn’t be detailed due to embroidery print;
look had to exude a cool factor, but not graffiti.

Immibrand Initial Pencil Sketch

initial graphite sketch

Immibrand Rough Digital Sketch

rough digitization

Immibrand Digitized Final Sketch

uncovering final logo form

Immibrand Black & White Full Logo

full horizontal format

Immibrand Black & White Stacked Logo

full stacked format

Immibrand Black & White Label Logo

avatar/favicon

Immibrand Type System

typography

Immibrand Color Swatch System

color swatch

Immibrand Home Page

home page

Immibrand Product Page

product page

Puro Pinchi Pari - Social Media Branding

brand

Puro Pinchi Pari - Social Media Branding

voice

Puro Pinchi Pari - Social Media Branding

levity

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