General Garments
Category: Brand design
—
Creative direction, development and conceptualisation
General Garments®
Elevated Garments for all – Free love, colour and light.
Brief
To create a brand identity for General Garments that embodies its core values of free love, colour, and light.
Challenge
To establish a distinctive brand identity for General Garments, differentiating it within the saturated market and appealing to both individual and business consumers.
Background
General Garments was founded upon the realisation of a significant gap in the apparel market, where no brands were offering high-quality plain clothing at affordable prices. With this realisation, General Garments was born. Setting out to deliver exceptional quality essentials like t-shirts, hoodies, sweaters, and sweatpants, General Garments caters to the needs of both individual customers and businesses alike.
Concept
To establish General Garments as a brand that is commonly associated with the likes of outdoor brands like Arc’teryx, Salomon, AndWander, HOKA and many others. To position the brand with such aspirational lifestyle association, we want consumers to pair their Arc’teryx pants, Salomon shoes with a General Garments tee. This will help General Garments to establish a brand presence that is related to outdoor activity, within a fashion subculture known as Gorpcore.
Brand vision & values
The brand vision & values of General Garments is reflective of its product offering – simple.
Visual identity
Establishing an outdoor-centric visual direction, the usage of an image-driven identity helps to elevate the brand.
Photography style
Developing a distinct photography style with a specific method of colour correction. Photography should be focused on nature in a macro style, with the examples shown below.
Usage
Some usage and layout examples with all of the assets created.
