Project Goals

Create a visual identity that captures the essence of rebellion and self-expression.
Translate street culture into a bold, cohesive branding system.
Ensure the identity stands out across digital, print, and apparel formats.

Challenges & Problems

Needed to blend underground grit with modern aesthetics without losing authenticity.
Required a versatile system that worked across clothing tags, packaging, and digital.
Maintaining uniqueness in a saturated streetwear market was critical.

Solutions Provided

Developed a raw yet refined visual system with custom typography and grunge textures.
Built a logo suite and style guide that reinforces the brand’s rebellious tone.
Integrated expressive color palettes and visuals that tell a cultural story, not just a fashion one.

Conclusion

The new identity captures the brand’s heart: unapologetic, underground, and unforgettable.
Undercover Tokyo now visually reflects its mission to be more than fashion — a movement.
The brand is equipped to grow while staying true to its creative roots.