I worked with Base (The Base Layer) to build a premium clothing brand centred around timeless, high-quality essentials. This is for people who care about fit, fabric, and pieces that last — not fast trends. At the same time, Base is a social-first brand with a playful edge, so the identity had to feel strong, confident, and modern while remaining approachable and wearable.

The foundation of the brand began with typography — bold, thick, confident letterforms that feel grounded and elevated. I created a distinctive logo mark using the letter “B”, designed to work seamlessly across all touchpoints: labels, packaging, social media, garment tags, and digital campaigns. It acts as a stamp of quality — simple, recognisable, and versatile.

The visual identity balances premium minimalism with social energy. Clean layouts and strong type highlight the quality of the garments, while flexible compositions allow for playful, engaging content online. The result is a brand that feels luxurious but never untouchable — timeless yet very now.