Archetypal Behavior
Archetypal Behavior is a clothing brand that specializes in high-quality basics, designed to help customers build sustainable wardrobes that last a lifetime. Positioned as an anti-fast fashion label, the brand goes beyond selling clothes by offering tailoring and styling services that extend the life of each piece.
The team brought me on to develop a comprehensive brand strategy and visual identity. I identified the target audience as individuals aged 25–35 who feel disillusioned with fast fashion. These consumers often express frustration with poorly made garments and the constant pressure to keep up with trends. Archetypal Behavior would serve as a solution, offering both high-quality basics and the tools to build a refined, enduring wardrobe. I developed the name Archetypal Behavior as a conceptual call to action—encouraging people to embrace classic silhouettes that transcend time. The tagline Luxury for Life, reflects the brand’s mission: to reintroduce timeless style in a way that feels modern and aspirational.
To bring the brand to life visually, I created a sans-serif wordmark paired with an abstract lettermark using the lowercase initials "ab". The color palette features grounded neutrals, like black, white, and beige, contrasted with a vibrant orange accent to inject energy and maintain a youthful edge. This visual system served as the foundation for both print and digital applications, helping promote Archetypal Behavior consistently across touchpoints.
