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Responses by Anagrama

Background: Infamuse is a Los Angeles–based online fashion store aimed at young women and men between the ages of 18 and 35. The purpose of the project was to design a brand that connected to the rebellious spirit of its target audience, and also felt fresh and different to what was already out there.

Reasoning: Our objective centered on integrating the product shipping concept with the identity, merging its distinctive components through an unconventional aesthetical perspective. The clothing was inspired by street fashion and pop-culture icons that were reinforced by a carefully selected color palette, which resulted in a brand that departs from the conventional. We took inspiration from shipping labels and motifs that felt relevant to the overall aesthetic we were trying to accomplish.

Challenges: Part of the project was to develop graphics for the initial clothing collection—this is a territory that we usually don’t venture into and, therefore, was one of the most challenging parts. However, this project was a fun opportunity for us and we took full advantage of it. The website also proved to be difficult as we wanted the layout and interactions to play a part in the overall rebellious feel of the brand, so we had to figure out different ways to do it.

Favorite details: We got to design a set of patches for a black leather jacket. We took inspiration from old anime shows and movies, and the client went for it. Seeing the final product was a proud moment for the studio.

Visual influences: We tried to balance a timeless apparel brand aesthetic with glitched-out shipping label motifs. Being an online store, we figured this was a good opportunity to play with these elements and we ended up with an interesting result.

Time constraints: Our studio works in a very fast pace; however, we’ve learned to adapt and even thrive within our process. Several different designers had to touch the brand at different points, but since the brand is very flexible and playful, this enabled variety and unexpectedness to happen in this project.

anagrama.com

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