Dirty London:
Launching a menswear brand for Juicy Couture.

BRAND ID, TOV, EVENT & ART DIRECTION

Starting with only a logo and handful of product, a new brand world needed to be created from scratch.

Taking inspiration from the London street signage, typefaces, colour palettes and visual cues were developed. This extended into the art direction and casting of London creators and artists. The brand ID was then extended across packaging, social assets, printed lookbooks, website and launch events.