De-Stress Clothing Brand Refresh

Project Overview

Destress Clothing is a Davao-based apparel brand that caters to busy working individuals who are also nature lovers, adventurers, and wanderlusts. Inspired by nature and adventure, the brand offers versatile and stylish clothing that seamlessly transitions from the workplace to outdoor escapades. However, the brand faces challenges, including confusion with its name, which resembles the word "Distress," and issues with its old logo symbol, which lacks design thinking, is too sharp and pointy, and lacks alternative color applications that align with the brand's personality and attributes.

Target Audience:

Busy working individuals in Davao who seek a connection with nature and a sense of adventure amidst their daily routines. These individuals value comfort, style, and versatility in their clothing choices and aspire to find balance between their professional lives and their love for the outdoors.

Challenges:

1. Confusion with Brand Name: Develop branding elements that clearly distinguish Destress Clothing from the word "Distress" to alleviate confusion among consumers.
2. Logo Symbol Redesign: Create a new logo symbol that incorporates design thinking, softens sharp and pointy elements, and offers alternative color applications.
3. Differentiation in Market: Stand out in a competitive market by crafting a unique and compelling visual identity that resonates with the target audience.
4. Balancing Work and Nature: Capture the essence of work-life balance and adventure in the brand's visual identity while maintaining a cohesive and professional image.