Basique | Brand Identity Design

Basique is a clothing brand, offering high quality simple menswear that aims to be functional but yet stylish. 

"Functionally Stylish" was the keyword we ended up with through the initial discovery session, we really felt like this describes what the brand is all about perfectly. 

The goal was to make sure that all the brand's touchpoints would follow after this distinctive keyword to appeal to a young consumer base.

 

With this goal in mind we choose Futura to be the brand's main typeface as it's often described as the "Working man's" typeface. 

We made slight modifications to the ascender, descender and tittle of the wordmark to make it's a little more compact so that it fits in tight spaces better.