Unleash the mischievous little devil that lives in you – and do it with humour and style. This is the philosophy that The Baddies lives by.
A streetwear brand, a bar with a tattoo parlour, and a ski and skateboard school all rolled into one, The Baddies defines itself through self-expression and defying stereotypes. On this collaboration, we were tasked with designing the brand’s capsule collection, which gave us the opportunity to create a unique brand expression through a new visual identity.
2020 had been a year of change. The rollercoaster was the perfect metaphor for a year of ups and downs, so using this idea, we crafted two new logotypes in which the letterforms resembled the form of a rollercoaster to embrace the concept of a wild ride.
|SCOPE OF WORK:||Branding|
|TEAM:||Kaye Dong, Nelson Koe|
Channelling our client’s unconventional nature, the colour palette was made out of combinations that seemed dissonant at first – for example lilac and mustard – but were unexpectedly interesting and beautiful.
As an extension of our concept, we designed a line of graphic T-Shirts that added a layer of the brand’s playful attitude to contrast innocent and nostalgic Hong Kong motifs. Whether or not it lives to exist harmoniously with the social or political context, this newfound visual identify and capsule collection for The Baddies cemented an unapologetic spirit at every twist and turn.