client
New fashion brand cliché.
objective
Develop a brand strategy, naming, and visual identity that reflect the brand’s approach: transparent processes, honest materials, and thoughtful solutions without unnecessary ornamentation. Create a visual system and brand applications where the values are expressed not through words, but through the product itself — its details and quality. Find a form in which honesty becomes the foundation of the aesthetic, and the identity feels embedded in the product rather than applied on top of it.
solution
The solution is built around a clean and restrained design system based on transparency, functionality, and simplicity. The identity isn’t separate from the product — it’s built into its structure and details. This creates a cohesive, recognizable look without visual clutter.
Scope of work:
brand strategy
naming
brand identity
print and digital design
Main Idea
Sustainable fashion today often lacks honesty. Words like eco, sustainable, and conscious have become clichés — repeated by everyone from mass market to luxury brands, even when there’s little substance behind them. In this situation, the boldest move is to stop trying to look "right." Not to shout about saving the planet or rely on moral pressure, but to simply create well-made, thoughtfully designed clothing and take responsibility for every decision.
This position shaped both the brand and its name — cliché. We chose the word intentionally, with a sense of self-awareness. Because sustainability in fashion has become a cliché. And by acknowledging it, we can move beyond it. Cliché is not a slogan or an attempt to appear better than others. It’s a rejection of loud statements in favor of action, of marketing promises in favor of honest work. Here, cliché is not a mask — it’s a starting point. And at the same time, an anti-cliché.
Self-awareness helps avoid moral preaching. The brand admits its contradictions, doesn’t claim to be "saving the world," and stays away from industry ego. Cliché stands out not by being louder, but by being quieter. Not by trying to be "more right," but by being more honest. Not by making bigger promises, but by taking real responsibility. This isn’t about competing harder — it’s about stepping out of the race. Not fighting for attention, but building trust. It’s less about positioning and more about taking a clear cultural stance.
Positioning
In an industry where everyone is saying the same thing, the only way to stand out is through quietness. While the market competes in terminology and slogans, cliché's strategy is not to prove, but to show. Not to explain that you are "sustainable," but to reveal how your production actually works. Not to declare values, but to make decisions that reflect them. Honesty becomes the aesthetic: clear statements, direct language, no pathos, no excuses.
Product Integration
This philosophy continues in the brand’s visual symbol. We created a mark based on the first letter of the name — c. Simple, recognizable, free from decorative noise. It does not exist separately from the product or live only as a logo — it is embedded in the brand’s DNA.
The symbol integrates into the design of the garments, appearing as a structural element, a hardware detail, a subtle marker rather than a loud sign of ownership. It transforms into keychains, pendants, belt plaques — functional objects that carry meaning instead of serving as decoration for its own sake. This is not logomania or performative branding. It is a quiet marker for those who notice. Another anti-cliché — a symbol that doesn’t demand attention, yet holds it.
