Shaded is a headwear apparel brand located in New York that supports modern street culture. To give it a different approach, the business is targeted for people who are into a combo of street and casual fashion in one. The company needed a brand identity that shows simple in a trendy matter.
Shaded is displayed through minimalist design using the typefaces Roc Grotesk and Roboto Slab. These fonts allowed for good type mixing and the use of line and grid play, which translates into the mobile layouts of the website. The logo was created with sharp ink traps, giving the brand a unique appearance. Utilitarian copyrighting is used throughout the brand, to meet the street fashion culture's criteria.