Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity) by Yaman Hu is a highly esteemed winner of the very prestigious 2021 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2021

Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity)

by Yaman Hu

Client: Low Classic

A' Design Award Hao Winner in Kiʻi Category

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Verified Award Winner

Verify Award Status for #113244

View at A' Design Award Press Release Award Badge

Colors

The Design

About Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity)

Kikokikona Puke: ʻO Low Classic he kuʻokoʻa ʻiʻo waiwai i hana ʻia no kahi hōʻailona lole kūʻokoʻa. Ua hoʻoulu ʻia kēia kuʻokoʻa mai nā nūpepa lole o nā makahiki 1980. Hoʻohana ʻia kahi papa waihoʻoluʻu mālie a me kahi hoʻonohonoho e uhaki ana i ke kiʻi kiʻi paʻa (grid). Ua hoʻonui nui ʻia ke ʻano o nā huapalapala a hui pū ʻia me nā piko nani, a ʻo ia ke ʻano nui o ka ʻōlelo kiʻi o ka hōʻailona. Hoʻokomo ʻia nā mea paʻi a me nā mea kikohoʻe like ʻole, e like me nā pōsuta, nā kiʻi pāpaho like ʻole, nā leka uila, a me nā hōʻailona pūnaewele. Hoʻopuka ʻia nā mea paʻi ma luna o ka pepa i hana hou ʻia me ka ʻole o nā waiʻōpala hoʻoluʻu haumia. ʻO ka pahuhopu, ʻo ia ke hāʻawi ʻana i kahi nānā kahiko me kahi ʻano kikohoʻe i hoʻomaikaʻi ʻia.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity) i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity) he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Low Classic Hana Nui: Kuʻokoʻa ʻIʻo Waiwai (Brand Identity) no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Low Classic is establishing its voice as a new designer label by utilizing chic fabrics, classic silhouettes, and innovative details. This project aims to use untypical typography and a bit of quirky aesthetic choice in representing the looking and feel of this brand. The branding materials including both physical and digital products that give a one of a kind holistic view of Low Classic. The way of showing the brand value is providing classic fashionable textures but with creative details.
Dimensions & Packaging: 1920px*1280px
Tags: Identity, digital design, fashion, typography
Production Technology: As all the material of the clothing is 100% organic, the brand collaterals are printed by the recycled paper. The way of Low Classic printing all the collaterals are using recycled paper, there's no environment pollution dye color added.
Design Challenge: There're so many similar minimalists boutique brands on the market, by figuring out using the relatively exaggerated typography and bold layout on the branding campaign.
Research: The rebranding is focused on the detail of the typography, which will be the critical visual language of this brand. As Low Classic is an independent fashion brand, we are trying to escalate the brand value, as the materials are organic, the aesthetic way of representing the brand is using the mute color palette and printing with organic materials.
Inspiration: The brand identity is inspired by the 80s fashion magazine, the color is muted and the layout breaks the grid. As well as the typography is combined with elegant curves. This brand campaign is focusing on digital online platforms. eg. social media, e-mails, and web banners. So that the posters are very neat and bold to catch the user eye to stop by the online shop
Project Duration: The project started at the end of 2019 in New York and finished in mid-2020 in New York.
Operation Flow: The brand is inspired by 80s fashion, by combining the vintage look with refined digital experience, Low Classic is aiming to bring a retro style and redesign it. The brand color choice is always used mute color in the 80s, and the typography is inspired by the fashion magazine font from the 80s. Low Classic has digitized a vintage look to the e-commerce world.
Team Members: Creative Director: Yaman Hu
Designer: Yaman Hu