Concept
Lost Society is a fictional streetwear brand created to explore the intersection of rebellion, utility, and youth expression in an urban environment. Inspired by underground culture, digital aesthetics, and dystopian references, the brand aims to feel both raw and intentional—minimal yet bold, understated but with presence. The identity was built to reflect a confident attitude, a sense of belonging, and a visual universe that resonates with young creatives in contemporary cities.
Goals
The goal was to design a complete brand identity system that could live across both physical and digital touchpoints. From logo and color palette to packaging, label design, and digital assets, the aim was to create a flexible yet recognizable aesthetic that speaks directly to a fashion-conscious, street-aware audience. The brand needed to feel fresh but not trend-dependent—something that can grow over time with seasonal drops and cultural relevance.
Role
As the sole designer on the project, I was responsible for the full creative direction and execution of the brand identity. This included research, naming, logo development, typography and color system, mockups for apparel tags and packaging, social media layout, and e-commerce interface suggestions.
Outcome
The final identity features a modular typographic system and a muted, industrial color palette with high-contrast visuals. The tone is confident and minimal, with hints of anti-corporate language. From the TYPE-91 denim line to the digital product cards and business collateral, Lost Society represents an attitude rather than a trend. The result is a cohesive visual world for a fictional brand that could live in real-world streetwear culture
Tools
Adobe Illustrator, Photoshop
