A precise fashion identity for a label built on considered essentialsThis project was built for Dua across fashion & beauty with a focus on rebrand, campaign direction, e-commerce design.Dua's collection was intentionally quiet, but the brand looked too anonymous beside louder fashion labels. The rebrand needed to make restraint feel like a point of view.
Brand System
The identity uses a sliced wordmark and off-register layouts to give minimal garments a subtle tension. Cropped product views and spare compositions make construction and material the story.
Typography
A high-contrast editorial serif gives campaigns a composed fashion voice, balanced by a neutral grotesque for fit notes, product details, and commerce.
