Selected work / Identity / Apparel
Plus 27South African fashion concept
Overview
Plus 27 is a South African fashion concept built around identity, attitude and a contemporary visual language. The project explored how the brand could feel distinct across apparel, campaign imagery and graphic applications.
Needs
The brand needed to feel rooted in South Africa without becoming overly literal or dependent on familiar visual clichés. The aim was to create something that could sit naturally within fashion and streetwear while still carrying a clear sense of place.
Solution
I developed the identity through bold typography, graphic marks and apparel-focused applications, building a system that could move between clean branding and more expressive fashion graphics. The visual direction was kept minimal, confident and adaptable, allowing the brand to feel consistent across garments, campaign imagery and future extensions of the Plus 27 world.
