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Packaging Contents: Apparel Fashion industry veterans Sofia Karvela and Phuong Ireland approached ROOK/NYC to talk branding for their soon-to-launch casual wear line. Mark Christou, Lead Designer, knew the branding would need to reflect the founders’ shared effortlessly cool vibe, and in keeping with their values, should be aspirational but still feel relatable and real. The Founders didn’t want anything too high-polished or pristine, so they would need to cultivate an edge of imperfection. ROOK/NYC set out to build a layered identity that would allow the Wknd Nation team the flexibility and confidence to experiment and play with every element of the Brand ID. The team wanted to design a system of elements, beyond just a logo and monogram, that could become as iconic as the heritage fashion brands you see today. The WN stitch mark, for example, is not just a stamp but a branded integration that works as beautifully on the clothing as it does within branded collateral.