The rebrand aimed to elevate and reestablish Carmen's position in the clothing manufacturing landscape, embedding mystery and intrigue surrounding the brand. Attention to quality and detail was a guiding force in the refresh's genesis, following suit to Carmen's ethos.
The design system was built upon two ideas and visual concepts: deconstruction and reconstruction. Mimicking the journey and cycle of the clothing production process, the designs naturally lend itself to follow in line to the nature of Carmen's services.
Credits
Creative Direction
Stew Caldo
Design
Kenneth Mewis