Addressing the visual identity of the newly established Dusha brand, which specializes in selling pre-owned clothing. The visual identity concept encompasses logo design, color selection, font choice, packaging and clothing tag design, e-shop website design, and visual communication on Instagram.
Dusha is a clothing brand from Slovakia that sells secondhand fashion of the highest quality. Young founders want to provide the most fashionable clothes in a sustainable way. Each item is an individual and tells its own story. They offer handpicked pieces with timeless styles and endurance that have an exclusive feel. At the same time, they promote as a brand a sustainable consumption pattern that goes beyond the trends of one-off products. They care that not only their clothing, but also packaging and communication are sustainable. This is why they would like to use only organic paper and materials that are biodegradable in their packaging. In particular, the mark of its activity is directed towards the online space. Visuals are supposed to be nervous, crazy, and not take themselves too seriously. The target group of the label are teenagers and young people under the age of 30. The clothes offered by Dusha feature mainly streetwear and vintage styles typical of the last two decades of the last century…
I have developed a strong and flexible visual identity style referring to the products the brand offers. I was inspired, in particular, by the style of the dress and the distinctive colouring of the period of the end of the last century. In the design, I tried to connect the visual side to the brand philosophy and create a visual concept that would suit the needs of the online space. In the proposal, I combine the reference to streetwear and graphite with a cleaner and more elegant arrangement of elements. I’m directing the visual impression into a relaxed atmosphere based on a young target group. Overall, the idea of a visual identity is to be bold, dynamic and entertaining, by preserving its own identity as a forward-looking and sustainable brand.
