The creation of a new brand
act – apparel con-temporary
To establish a brand on the market these days, it takes both a good branding as well as an authentic key message that future customers can identify with. For Newounsa, a premium fashion retailer from Beirut, we’ve created the new brand act – as the short version for apparal con–temporary. A progressive retail concept, based on the vision and the brave approach of our client, to create something new and radical for the local market. act is meant to inspire to live consciously in the here and now. To define yourself everyday anew by the means of fashion and to enjoy the present life to the fullest.
The result is clear design that thrives of the tension between high-quality, edginess and zeitgeist. act is a call-to-action — to develop an attitude and transport it to the world. This spirit is conveyed by an asking, inviting language that continues within a clear, focused typography. By speaking directly to its community, the customers become part of the brand act: act like a superhero, act like a raindrop, act like a thunderstorm. This attitude is supported by an unpretentious color palette of bright shades of gray, contrasted by a deep black and a strong royal blue.
Regarding the implementation and the final materials, the client placed much value on an economical as well as an ecological production of only a limited numbers of shares, which meant a totally new perspective on the developed design. With loving attention to detail, lots of different material, paper and cloth samples were tested, compared and selected in order to create a harmonious – and sustainable – overall image in the end.