Brand Strategy
Brand Identity
July 2023
ABOUT
xAiDRIP is a fashion tech and art collective that produces digital and physical assets like AI-driven art, design, and a magazine. It distributes its products through subscription.
xAiDRIP redefines luxury across digital and physical realities. While still offering material commodities, digital goods are the priority as the brand advocates for resource-efficient production and purchase of clothes. Sustainability is at the core of the new fashion luxury. The brand strives to empower individuals with the transformative energy of fashion, merging AI-driven innovation, human craftsmanship and sustainability. The aim is to enhance the fashion industry, enabling people to express their authentic selves while making conscious, environmentally sound consumer choices.
The new brand identity concept of xAiDRIP embraces the idea of fluidity, with a custom-designed logotype and a logo icon taking the form of a heart. This romantic symbol captures the intense emotionality of xAiDRIP’s mission.
ICONIC BRAND
process
STEP ONE: inspire
We began the project by delving into Simon’s inspiring journey of founding the brand, conducting extensive research to gather valuable insights. Our team crafted customer profiles, categorizing competitors and potential partners, while also identifying the essential needs and goals of the business.
STEP two: CONCEIVE
Through a series of workshops, we initiated the process by establishing the foundational brand assets, laying the groundwork for a strong strategic brand foundation. At the heart of our brand lies its sustainable approach and collaborative, fluid nature, which form the core pillars of our identity.
STEP three: Outplay
During a collaborative differentiation workshop with the xAiDRIP team, we focused on showcasing and brainstorming strategies to effectively differentiate our brand, shape the USP and its offerings. The outcomes of our session have laid the groundwork for a groundbreaking concept centered around redefining luxury itself through the lens of a new digital experience.
ICONIC BRAND
process
STEP FOUR: Narrate
The branding concept and DNA of xAiDRIP embraces the idea of fluidity, with a custom-designed graphic forms, logotype and a logo icon taking the form of a heart. This romantic symbol captures the intense emotionality of xAiDRIP’s mission.
STEP FIVE: Invent
Combining contemporary elements with timeless aesthetics, the fluid logo can manifest itself in different forms adorned with various patterns. Drawing inspiration from pixels and drops of water, the unique logo icon showcases the heart shape as its primary graphic element, symbolizing the loveable and heartfelt nature of xAiDRIP’s core values. The primary brand colors of xAiDRIP are black, white, brown, blue, and yellow. These colors have been carefully selected to align with the core brand values and evoke a sense of digital luxury.
STEP six: champion
By developing a comprehensive set of brand guidelines and providing illustrative application examples, we established the essential parameters to guide and shape our future branding and marketing efforts. These foundational constraints serve as a valuable framework to ensure consistency and coherence across all our brand communications and promotional efforts.
xAiDRIP
Partner Project
xAiDRIP | Maison DAO
Assignment
Brand Strategy
Brand Identity
Brand Application
Credits
