Worked on design identity for Altheory an in-house menswear brand by AJIO. Established the design langauge which users of the brand could relate to while looking at the brand digital assets as well as the fashion products offered by the brand in e-commerce space.

What is meant by Altheory?

Altheory or alternate theory refers to breaking the norms, focusing on individuality, inclusiveness and self expression. Men are so enthralled with the hype that the trends loose all it's meaning and the individuality disappears thus bringing together their fashion zeal and distinctiveness. Veins of logic and theories running through the arteries ,men are more inclined towards logic and interpretation, connecting everything with demeanour (outward behaviour) or philosophy. Moving their love towards congent modernised sartorial.

Origin of symbol and what it denotes ?

The logo is derived from the symbol of not parallel to with an inclination of 45degree. Not parallel or the two lines going in different directions with different resemblance symbolises individuality and the difference of choices as every individual has his own philosophy his own fashion Statement. The logo combines the two t's used in the Altheory typeface which also combines to form A when seen from a different angle.

Thank you :)

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