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Monomoon®

A streetwear label whose tag nobody cuts off.

Client
Monomoon®
Sector
Apparel
Scope
Brand strategy, Logotype, Labels & packaging

Problem

The product was good but the brand was invisible on the garment — and an invisible brand makes an anonymous product.

Strategy

In streetwear the buyer purchases belonging along with the garment; local labels compete with imports on legitimacy, not quality. The brand was built on heavyweight product and limited drops — both only carry value if the label is taken seriously. So we lifted the brand above the product: a wide, heavy, tightly-tracked wordmark with a permanent ® beside it. The system stays black and white so colour that changes each season never overpowers it.

Outcome

The wordmark, woven labels, print files, boxes and art direction for the campaign shoot.

Monomoon® brand identity — Apparel — image 1/8Monomoon® brand identity — Apparel — image 2/8Monomoon® brand identity — Apparel — image 3/8Monomoon® brand identity — Apparel — image 4/8Monomoon® brand identity — Apparel — image 5/8Monomoon® brand identity — Apparel — image 6/8Monomoon® brand identity — Apparel — image 7/8Monomoon® brand identity — Apparel — image 8/8
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