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.
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.
Naming + Tagline
Brand Guide System
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.