Concept: Streetwear as self-expression. This is reflected in the name "Anti", a flexible brand name that can be used to express a stance on a variety of important issues.
Logo: I created a typeface that pushes against the norms of typography – angular geometric shapes play with the notions of "fitting in" or "standing out".
Visual identity: Conformity meets anti-conformity. Black and white contrasts with vibrant orange. Structure and repetition are subverted by hand-drawn scribbling.