AICAH Brand identity in development for a digital-first fashion drop label
Client: AICAH
Project type: Brand identity (in development)
Role: Brand designer and strategist
Scope: Naming logic, dual logo system, identity construction, visual world
AICAH is a high fashion partywear label being built for digital.
Low-SKU drops through the year, sold from the feed, no seasons, no collections.
Read two ways
The name is the brief. AICAH on the page. Aicah in the mouth.
Five letters that contain a three-letter monogram (ICA) inside them.
The whole identity folds out of that one observation.
8.5° Angle
Primary Logotype
Logotype
One gesture, Two marks
The wordmark and the monogram come from one element. A single vertical stroke, rotated 8.5 degrees and worked through a strict modular grid. AICAH built from the gesture. ICA built from the same gesture, with serifs finished differently. Same DNA. Two states.
What follows applies the system to the world the brand has to live in. Photography. Pattern. Packaging. Editorial illustration. The current build, in a single frame.
Luxury, approachable, not attainable
AICAH sells from the feed and drops rarely. There is no store doing the work scale would otherwise do for it. The brand has to hold the position by itself.
Luxury. Approachable. Not attainable. A brand customers want in. A brand that does not let everyone in. The position is the brief. The system is being built to hold it. The work continues.