Overview

Dhev & Ang is an upcoming inclusive knitwear brand aiming to design funky clothing for the youth of India. It’s a blend of fashion and purpose striving to create a change in society.

Brand Identity, Packaging and Print

User Research

The target audience is shoppers from age 18 to 30 that shop primarily online. During the research, we discovered how the shopping preference of today’s youth has migrated from physical stores to online shopping experiences, so building a robust online presence was crucial. Size inclusivity and social awareness are increasing, and the youth are slowly shifting towards supporting brands that truly stand by their causes. Some of the consumer characteristics are:

• They value size-inclusive clothing

• They support brands that respect and take action towards social causes

• They respect brands that source and manufacture ethically and be less wasteful

• They shop from brands that are purpose-driven that don’t compromise on fashion

Moodboard

When creating the storyboard, the primary items were the bold colours and the patterns. A collage-style artwork would convey the social messages across various platforms. Free-flowing patterns would make the brand more fluid. 

Logo Process

The name Dhev & Ang means mind and body. The brand name has an ampersand that had potential to express more symbolic meaning. After analysis, I decided to focus on a few key aspects that should hold significance in the logo.

A celtic knot symbolizes mind, body and soul. It has a similar shape of an infinity that could be modified to the ambersand symbol in the brand name. The images below are some of the logo process that did not make the cut.

Final Outcome

Logo Variations

Packaging

Clothing Requirements

Learning Outcome

In the end, I am very happy with how this brand has turned out. Some important lessons I learnt:

• File preparation and print coordination for the printing process

• The differences of designing for the web and print material are significantly different