waeq*
A queer founded, gender neutral streetwear brand, founded by fashion and streetwear influencer Dani @wideawakeearthquake.
BRAND DISCOVERY
Dani always wanted to transform her fashion affinity into something with substance and so building her own brand was the logical next step.
Together with Dani we developed core values and derived the DNA of the brand from them, which is how the name WAEQ* came about - we are equal. The cornerstones of Dani's and WAEQ*'s values.
WEAQ* CORE VALUES
DIVERSE
URBAN
AUTHENTIC
APPROACHABLE
BRAND IDENTITY
Based on joint workshops, we developed a brand corporate identity including naming, logo, CI, imagery, product design and web design.
We worked with muted tones, in earthy gradations as well as with trendy color accents, a mono font and sans serif headlines, with design elements such as justification, white space and off the grid design. As in UI, we focused on minimalist but three-dimensional design that represents the language and inclusivity of the brand.
PRODUCT DESIGN AND FULFILLMENT
To promote the first collection drop, we shot an image campaign with lots of video and photo material. We spread these on Instagram and Tiktok to generate curiosity. After the teasing phase, WAEQ* presented itself for the first time with a new web shop, online campaign, social rollout and the first products. A 360° experience.
FULL ROLLOUT
WAEQ* also stands for a high standard of products. In this case, it was an intensive process to find the perfect partners for our product blanks that fit the brand in terms of production standards but also material, cut and details. But we did it and were able to produce the perfect printed t-shirts and long-sleeves together with our producer from Portugal. In this case, in addition to the production conditions, sustainability and the promise of being able to sell high-quality products were very important to us.
The message for the first prints on the t-shirts and long sleeves should also reflect the brand's values. In this case the issue of equality. This is how the designs “Unlearn The Cis-tem” and “New World Vision” were created.
WE ARE EQUAL*
WE ARE EQUAL*
Waeq*
Waeq*
THE RESULT
OUR PURPOSE IS TO EMPOWER INDIVIDUALS, REGARDLESS OF THEIR GENDER, SEXUAL ORIENTATION, OR ETHNIC BACKGROUND, TO LIVE AUTHENTICALLY AND THRIVE IN A SOCIETY THAT VALUES AND RESPECTS EVERY VOICE. BY CULTIVATING A COMMUNITY BUILT ON ACCEPTANCE, RESPONSIBILITY AND LEARNING, WE FOSTER AN ENVIRONMENT WHERE EVERYONE'S UNIQUE EXPERIENCES AND PERSPECTIVES ARE RELEVANT AND VALUED.
Credits
Company: Brandon Kemnitz / Waeq*
Brand Discovery: Creative Direction
Creative Direction: Kim Tilman Hahn
Photography: Kim Tilman Hahn
Styling: Marejke Schmidt
Video: Miriam Woodburn
Model: Steph, Tsellot, Andreas
Product Development: Marejke Schmidt & Daniela Buck
We’d love to work with you and your team.
Book a call
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