Ugly Wear Clothing Co. Logo Concept

Customer's Description for the brand and target audience:

The aim is to establish the brand for a new fashion label. We are looking to sell modern and extravagant, stylish and different fashion to people who want to be a little bit anti, hence the UGLY. Customers who don’t like conformity and uniformity but want to understatedly different without being a punk. Hipster, modern Rock’n Rollers, men with beards and women with a sense of class will buy the products. Customers are intelligent, free spirits, and strive for uniqueness and have to be willing to pay extra for that. Customers are professionals between 25 and 45, live in Berlin, London or New York and are over average earners. Not necessarily academics but intelligent enough to identify the irony in the UGLY WEAR brand.