WearForever Brand Identity

WearForever (www.wearforever.store) is a Switzerland-based multi-brand online store offering capsule wardrobes — a combination of pieces from different brands selected by a stylist. Each capsule, a set of a few garments, can form a few finished looks. 
The idea promoted by the founders of WearForever is that a smart combination of garments is what makes a great wardrobe. This message was translated into the brand identity concept. Shapes of clothing cut out of rectangles work as basic elements. Combined together, they make new forms. These new, half-abstract shapes, paired with the dynamic logo and Grilli Type’ Haptik, create a living space for the messaging, photo- and videography.  
As a result, we have a dynamic, flexible, and scalable visual system with endless combinations of shapes. Playing the rules of the system, shapes work differently on different brand channels, constantly moving, transforming — changing intonation but keeping the same voice. The behavior of elements creates an identity as much as the elements themselves. And elements don't have clearly defined roles. They work together closely: the symbol seamlessly becomes an illustration, an illustration works as a grid, and lettering replaces the symbol. The "shapes-cut-out-of-rectangles" concept has been applied to the supporting typography — dynamic lettering, also balancing on the edge between words and half-abstract imagery. 
Swiss roots, and the principles of slow living movement popular among the primary target audience — busy European women — inspired the visual style of the brand identity: a mix of geometry and fluidity.