While there had been past attempts to create a clothing brand alongside the artist’s own brand, the client wanted them to be taken to the next level, or the “Otro Nivel“. The collection takes themes derived from the brands identity, the harmony between the inner world and the outer world, and spreads them across a cohesive collection of pieces that work with the client's target audience.
PRIMO
Feb 2022
Brand Strategy & Identity
Logo Design
Fashion Collection Design
OTRO NIVEL is a lifestyle brand founded by reggaeton artist PRIMO. Our work involved creating a brand identity based on the artist’s vision, and translating that into the pieces. During our branding workshop, we worked closely with the client to uncover the essence of their brand. We faced some initial design challenges, but we overcame these by adapting our approach and merging different concepts. Not only this, but we incorporated the idea of the merge and interplay between the two concept, as a concept in itself. This resulted in a unified brand identity that resonates with its target audience and stands out in the market. Our strategic approach ensured the brand not only reflects our client's values and aspirations but also captures consumer attention, setting the stage for long-term success.
The core concept of the client's brand is reflected in each fashion piece. The designs draw from the concepts of duality, intimacy, and our interaction with the inner and outer world. Each element, from embroidery to prints, have been thoughtfully chosen to communicate the brand's unique voice. By blending traditional techniques with innovative ideas, we've created pieces that lean into the artistic vision of the client. In short, the client's brand narrative is woven into the designs. When someone wears one of these pieces, they're not just wearing an outfit—they're embracing the story.
