HERPWR Sports Bra Collection
Branding, Apparel Graphics Design
HERPWR is a hypothetical fashion company that is dedicated to women's empowerment. I created a brand language and fabricated a collection of five unique sports bras. I envisioned a collection of sports bras because they allow women to have comfort and support while working out, or doing outdoor activities. My brand language is promotes women to have a fresh, bold, and unforgettable look— no matter what size or body they might have.
Target Audience:
My collection is for active women, no matter their age. They are the trend setters and the gym junkies. They set goals, and then break them. Active-wear
is no longer just for the gym, but for lifestyle expressions. Women in the HERPWR sports bra have the confidence to show off their strength in apparel that is functional and fashionable.
Process:
For the branding language, I designed custom symbols to represent the parts of womanhood, emphasizing key words: Speech, Protest, Emotion, Power, and Education. I used an iterative process and sketched 30 abstract options of each word and refined my ideas to a cohesive system. I chose abstract forms rather than typography to establish a secret language between the wearer and the brand.
