SOO

Briefing

The brief required the creation of a fashion brand from scratch, approached as a fully integrated design system. The objective was to develop a conceptually and formally coherent proposal capable of sustaining strategic positioning, visual identity, communication, and product development within a consistent and professional framework.

Proposta

SOO is a contemporary fashion brand rooted in restraint, durability, and material honesty. Inspired by the shepherd as a symbol of endurance, it translates resistance into both garment construction and visual language. Through raw typography, neutral palettes, landscape photography, and archival compositions, SOO rejects immediacy, positioning design as a system of coherence, tactility, and time.

Aportació

Proposes a coherent visual system that questions immediacy and repositions durability as a contemporary value.

Producció

Visual identity structured around raw typography, restrained hierarchies, and a neutral palette applied to a manually bound embossed lookbook, studio and on-location campaign photography, a non-transactional website, and a reusable packaging system with authenticity card. Pilot collection of three fits (nine garments) produced using upcycled textiles.