A New Creative Uniform
A fluid brand identity for Mos, a luxury streetwear label designed for the modern creative.
The Client
Mos is a design collective founded by artists and architects who were uninspired by the loud, logo-driven world of modern streetwear. They create elevated essentials for a new generation of creatives—thinkers, makers, and urban nomads who see their clothing not just as apparel, but as an extension of their curated life and a canvas for their identity.
The Challenge
In a market saturated with hype and fleeting trends, Mos needed an identity that could communicate luxury through quiet confidence. The challenge was to create a brand that felt both artistic and accessible, structured and free-flowing. They needed to attract a discerning audience that values detail and substance over noise, and to build a brand world that felt as thoughtful and well-designed as a piece of modern art.
Where Street-Level Energy Meets Architectural Precision
Strategy & Moodboarding
The core brand essence we defined was "Fluid Structure." This concept became our guide. The process began with feeding an AI thousands of images - not of fashion, but of modern architecture, brutalist sculptures, and organic textures like moss growing on concrete. This generated a series of unique mood boards that explored the tension between rigid forms and natural, flowing lines. We weren't just looking at clothes; we were studying the rhythm of the city itself.
Identity Design
The "Mos" logo is a system, not a single mark. It embodies the brand's core duality:
The Signature: The free-flowing, expressive version is the artist's signature, the graffiti tag, the mark of pure creative freedom.
The Frame: The boxed version represents the architectural frame, the structure, the discipline of design. It’s the gallery wall on which the art hangs.
The colour palette is pulled directly from a sophisticated urban landscape: Concrete Grey, Sage Green, a deep 'Antiqua' Coffee, and the warm neutral of unbleached canvas.
Asset Creation
For Mos, every touchpoint is a piece of art. The brand identity was designed to extend beyond a simple clothing tag into a full sensory experience. Assets included:
Lookbooks designed as limited-edition art journals.
Packaging that unfolds like an architectural model.
A social media feed curated like a modern art gallery, blending product, art, and urban photography.
Collaborations with artists to create unique in-store installations.
The Final Result
The new brand identity positions Mos not merely as a clothing line, but as a curatorial platform for self-expression. It provides the brand with the artistic credibility and sophisticated visual language needed to connect deeply with its target audience of creative intellectuals. Mos now has a "modus vivendi" - a way of living that is entirely its own, speaking with a voice of quiet confidence that is heard above the noise.
