Building a Revolutionary Fashion Brand for The Gen-Z Consumer

CONSUMER RESEARCH

BRAND STRATEGY: POSITIONING & ARCHITECTURE

IDENTITY & PACKAGING DESIGN

COMMUNICATION DESIGN & GUIDELINES

Building a Revolutionary Fashion Brand for The Gen-Z Consumer

Virgio is an international global tech-led fashion brand catering to the digitally native generation. Virgio's platform is built on a social commerce-led model that disrupts how this generation discovers and buys fashion. The brand aims to always be in context, always now, and relevant to its customers. It is a community-led, all-inclusive, gender-neutral brand that delivers impact to the brand's co-creators; the designers, influencers, artisans, manufacturers, sewing operators, and more.

The Consumer Insight

Through consumer research, we identified that this generation thrives on change. Chasing trends and re-inventing oneself is the norm. While wanting to fit in, there is a subtle need also to stand out. Small expressions of rebellion become a part of their personality. This is what inspired Virgio’s identity

The Identity

The identity is representative of the Gen Z mindset and behaviour. While this generation wants to self-express,

they do not wish to be outliers. So they take from each other to fit in while standing out. Their wardrobes might have the same basic white t-shirt, but their style makes it unique. One might wear it with an oversized denim jacket, another with a front knot.

Inspired from here, the identity is clean, and the typography is simple yet has a twist to it. The ‘V’ in virgio stands for ‘we,’ the community. The ‘I’ stands for individuality. The dot on ‘I’ has been placed between the V and I for a reason- it’s what sets them apart. It’s self-expression.

The Visual Mood:

BUILDING THE VIRGIO BRAND

The VIRGIO Brand Strategy

Therefore the identity needed to be fresh, modern, and edgy. With its strong recognisability and contemporary feel, a sans-serif “V” was a great choice. The identity conveys simplicity and sophistication with a bit of oomph with the dancing ‘dot’ that rests between the V and the I.

We did this across channels, including social media, print, and event advertising. The brand showcases its commitment to inclusivity and diversity through engaging content that features a diverse range of models, a bold style, and distinct typography.

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