Easy Alex, Commision 2019

Objective: Create a brand identity for seattle based adventure clothing brand

Approach:

The first step in approaching “Easy Alex” was understanding what the brand was all about. As we approached the subject, an interview was inducted, and we came to the conclusion that the brand wasn’t just about outdoor clothing based in Seattle, but the adventures Seattle provides. We learned that Seattle isn’t just a city full of iconic landmarks, but hidden ones as well. That’s what we took when making our moodboards, and create the identity.

Logo Sketches

The logo design was based on a specific sketch that combined the Seattle Landscape with a pine tree. The roots would go into the landscape. The owner of the store was Japanese, her name Alex Kinoshita, and she wanted to incorporate some of that into the identity. The tree is also a symbol of Japanese architecture.

Actual Logo

Identity

The logo we decided on was the black soil as we felt it was more striking. For the brand itself, we wanted the colors to represent the organic quality of nature, and the attire to feature humanistic idiosyncrasies to showcase a rustic feel, one that feels appropriate to the Seattle culture.

Photography

photos I took for the project