Founded in 2023, Assape is a movement toward sustainable fashion. With two stores in France, Assape aims to make second-hand clothing and accessories the first choice for everyone, promoting sustainability in the fashion industry.
The new brand identity blends modern design elements to reflect core values of sustainability, accessibility, and style. The logo and visual identity capture the essence of eco-responsible fashion while appealing to a broad audience.
The logo features an abstract icon resembling the letter “A” for Assape, symbolizing recycling and the cyclical nature of second-hand fashion. This icon underscores the commitment to sustainability and is visually appealing, encapsulating the brand’s mission.
The accompanying wordmark, with its unicase approach and geometric construction, takes inspiration from the Bauhaus style. The typeface, reminiscent of Herbus and Busorama, gives the brand a distinctive, modern look. This design distinguishes Assape from other fashion brands, emphasizing a unique, avant-garde aesthetic.
The color palette is vibrant and inviting, with shades of orange, lilac, and deep purple. These colors are used consistently across all brand materials, creating a cohesive experience. Orange conveys energy and enthusiasm; lilac adds creativity and modernity, and deep purple signifies depth and reliability. This combination aligns with the mission to inspire a shift toward sustainable fashion.
One dynamic aspect of the identity is using graffiti-esque lettering, adding a layer of street-style energy to the brand. These “tags” are superimposed over GT Flexa typography, creating a visually engaging contrast. The graffiti elements evoke the spontaneity and creativity of street fashion, resonating with a younger, fashion-forward audience.
The ink traps in the typography add an interesting dimension to the text, emphasizing the brand’s innovative approach. This combination of clean, structured typography with edgy graffiti elements creates a balanced yet dynamic visual identity.
The overall design integrates these elements into a cohesive brand identity. This identity’s applications range from in-store displays and packaging to digital media and marketing materials. Each application maintains the core elements, ensuring a consistent and recognizable presence.
In-store, the brand’s identity is reflected in vibrant signage, interactive displays, and eco-friendly materials, enhancing the customer experience and reinforcing the commitment to sustainability. The packaging features a bold color palette and distinctive logo, making each purchase a statement of eco-responsibility. Digital media, including the website and social media, leverage dynamic typography and graffiti elements to engage the audience, promoting sustainable fashion in a modern and relatable way.
Assape’s new brand identity merges the principles of eco-responsible fashion with a contemporary, streetwear-inspired aesthetic. The new identity sets the brand apart in the competitive fashion market and communicates its mission. By combining modern design elements with a strong message of sustainability, Assape is poised to make second-hand fashion a mainstream choice.
