Brand: DFLT
Scope: Branding, strategy
Year: 2021
Location: Chandigarh
DFLT (pronounced 'default') was meant to be disruptive. It made sense we broke some rules for it. High contrast dual tone palette and a blocky narrow typeface define DFLT and its tagline 'Claim your space' aptly.
Promotional teaser for DFLT
DFLT is a clothing brand aimed at young rebels who do not shy away from claiming their space in the world. For a vision this strong, the identity needed to be even stronger to bring the messaging home.
Main logo unit in use on a tote design
Inspired from the 70s American culture, DFLT is a refreshing new entrant in its category. It's bold, rebellious nature is emphasised with the use of bright, saturated (and slightly upsetting) combination of colours, red and black.
Logo unit (above) and brand colours (below)
Business cards
Online store UI (home & product page)
Promotional posters
Another promotional poster for use in store
Social media story design templates
