Brand Design


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iTOO is a South Korean fashion curation platform that embraces all ages, body types, style choices and lifestyles. The brand design considers the nature of the fashion industry, the tastes of millennials and recent trends that break down gender and generational boundaries. The brand’s logo and design system were inspired by the human body. In particular, the shapes in the logo were modelled on the human form, with the oval shape also signifying “being together” and the “connection of different styles”. The logo design offers possibilities for dynamic variations, from lean to plump types, to match a wide fashion palette.

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