Branding a Student-Initiated Concept

For my final exam, I worked with Sterre Maes and Rob van der Linden to create the branding for TAG, a vintage store concept designed by and for students. The goal was to promote student well-being through accessible fashion, offering affordable clothing without focusing on financial challenges. Instead, we emphasized community, self-expression, and inclusivity.

We developed a warm and inviting brand identity that made TAG feel like a second home for students. My role was to design a modern, student-friendly visual style that captured the store’s mission.

The logo is designed to be both bold and flexible, capturing the diverse and dynamic student community. What makes the logo unique is its ability to transform. The letter A in the logo can change into three different styles (Graffiti, tape and elegant), allowing the logo to take on various personalities and moods while the main logo is sleek and modern.

This variation makes the logo not only dynamic but also personal and adaptable for different uses, from in-store displays to online platforms. It offers the flexibility to adjust the brand identity for specific campaigns or moments.