Staple
Staple is a premium basics brand that offers quality designs and excellent customer support.
Project Information
Concept Project
Client
Staple
Year
2023
Industry
Fashion
Services
Visual Identity
Art Direction
Typography
Programs Used
Illustrator
Photoshop
After Effects
Figma
Disclaimers
Some imagery for this project was generated using AI, then edited and color graded in Photoshop. I do not own any images.
Project Brief
Challenge:
Premium basics brands offer either great designs or a great customer experience, but never both.
Solution:
I designed a visual identity that balances sophistication with warmth: custom typography, refined lifestyle imagery, and packaging that feels premium and intimate.
Strategy:
I aimed to position Staple as the only premium basics brand that doesn't compromise. They deliver both quality designs and an exceptional customer experience.
Research
Direct Competitors:
Target Demographic:
Age Range:
24-45
Single Income:
$150,000
In-Depth Competitor Information:
Design Process
My first iteration was way too warm and casual. It didn't feel premium enough for the target customer, so I refined everything to be more restrained and edgy. I cut out any decorative elements that didn't serve a purpose, switched to cleaner typography, and cooled down the color palette.
I had plans for a logo animation, but purposely skipped it because restraint felt more confident for a premium brand like Staple.
Insights & Reflection
Subtle refinements in typography, spacing, and color can completely shift a brand's positioning.
Premium brands succeed with the use of restraint. Over-designing can appear insecure instead of confident.
Photography direction is just as important as a color palette for establishing brand presence. I learned how much visual storytelling impacts brand perception, and it deserves just as much (or more) attention as typography or logo design.
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