V i m a

Contexto

Vima is not just clothing, and not just from Murcia. It’s a graphic representation of living in freedom, enjoying the present moment and, now more than ever, refusing to follow the pace and rhythms imposed by today’s society. An enthusiastic, conscious and irreverent brand that visually transports us straight to California, to the golden era of the Beach Boys.

Descripción

The final identity features a logo inspired by the work of the great Ed Ruscha, alongside typefaces that break their horizontal proportions to convey a sense of urgency and nonconformity, drawing from what the client considers the ultimate expressions of freedom: the road and music. One of surf culture’s greatest clichés, the Volkswagen Kombi, is subtly incorporated into the visual system, while a palette of natural colours evokes iconic Californian sunsets. The system is completed by an illustrative style that mimics how a Vima wearer might freely and playfully paint on a canvas, bringing a more organic and bolder character to the identity. Waaay more than fashion, it’s a new lifestyle.

Credits

Adrián Gálvez (3D), Toni Gil (Illustrations)