06 / Brand systems
Modernist
Look
- Client
- Smart Ecomm Limited, Hong Kong
- Agency
- ALICED&Co
- Role
- Creative Director
- Year
- 2022
Objective
To reposition Modernist Look from a smart backpack brand to a high-performance men’s apparel brand, with a cohesive identity that resonates with urban and adventurous lifestyles.
Insight
Known for innovative smart backpacks, Modernist Look wanted to diversify and reach a broader market in men’s performance apparel. The brand needed to emphasize functionality, versatility and modern aesthetics for active urbanites and adventure enthusiasts.
Approach
A transformation that showed the brand’s evolution while keeping its innovative essence. We repositioned it from a niche bag brand into a performance-focused lifestyle label, with a clean, modular, concept-driven identity that flexes across physical and digital platforms. It gave the brand clarity, confidence and long-term structure.
Identity guidelines
A full brand identity guideline: logo proportions (emblem 4x, logotype 1x, gap 1x, safe area 2x), rules for dark backgrounds, a typeface system (Santral for the logotype, Roboto for marketing and web, Open Sans as alternate), a color palette, and templates for social media, announcements and email.
E-commerce
The identity applied to a new online store: homepage, product pages and product details.
Google Merchant ads
Product ad formats for Google, in the same system.
