3.45 AM — Branding, Digital, Print Design

3.45 AM is a menswear line where conception meets reality. The brand identity is drawing inspiration from the city late at night — the logo icons are formed by the negative space of the characters “345AM”, conveying the idea of things looking inverted at night; the motif is alluding to the smokey air in the artificial light. All the brand touchpoints contribute to a very peculiar night-time mood.