Introducing:
Aa
VISUAL IDENTITY
5
BRAND NAME
Derived from Latin, Arca translates to ‘chest’ or ‘box’
Symbolising a secure storage space for valuable items.
Feminine, strong, secure
TAGLINE
"Move without Limits"
TYPEFACE
Open Sans
ARCA (HERE DESIGN)
WINNING GROUP
My Role:
Creative Strategy
1
Brief
The
Bonus: The History of Pockets in Women's Clothing
(Click to enlarge)
@GIRLSCARRYINGSHIT
Instagram account dedicated to showcasing the impracticality of women's pockets in everyday scenarios.
90.4K followers
"After thousands of years without pockets, non-men have evolved a superior grip to carry our shit."
POCKETS!
2
As the only all-female team, we decided to target the women's athleisure market, so that we could tackle the main issue that we all personally experienced, and passionately loathed with our own clothing...
Women have been transforming their clothing as a form of protest since the 1600s, yet the fashion industry has not adapted to meet this need.
Despite pockets existing on clothing for over 500 years, they have never met the needs of women, resulting in frustration... and then creative solutions.
3
So what was our solution?
"Women want versatile athleisure that adapts to their needs, but current options lack functional, secure pockets that keep their belongings safe and accessible."
Insight
4
A sense of optimism about the future and digital advancement
We were inspired by the nostalgia of a similar time where there was high tension and anxiety over things that felt out of our control.
This resulted in the inspiration for our visual identity, where our clothing is a way of showing optimism, and fighting for a fresher and cleaner future.
Based around the fear of the end of the world in 2000
A nostalgia for simplicity, authenticity, and a mindful approach to living
Visual Identity
Y2K - Retro-Futurism
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