THE CONCEPT
For the creation of the Concept Leggings brand, we sought to work mainly on the concepts of subtlety and authenticity, for this reason the choice of Thin typography and for this reason the emphasis on the words “on” and “in”.
Concept Leggins is a brand that was born in the USA with the aim of creating a new market segment in the fitness fashion area, with leggings that are not restricted to traditional and outdated models exclusive to gyms.
Concept Leggings' proposal is one of freedom, and thus the objective is to offer clothes that you can both do physical exercises in a comfortable way, but also be well dressed to go to the mall. That is why our creation concept was: “Always be ON and always live IN”.
Concept Leggings wants to inspire women to be freer, with pieces that are different from the market standard, the technology involved in creating the pieces must always be the most developed possible, offering comfort and durability, after all, practicality is in the core identity of the brand.
The brand also wants to show that it is young, seek identification with people who believe that the purpose of having a fuller life is to be able to be sophisticated while being practical and free, creating your own style and carrying a magnetism that is common to those who live life lightly and irreverently. Concept believes that charm lies in minimalism and good humor, which is why it arrives in the world with the aim of not being just one more, but to captivate each customer with a service.
Regarding colors, we sought a palette that could represent both the lightness that the brand seeks to convey, as well as the energy and movement involved in its essence. This is why the choice of purple (English Violet) and blue (Blue Green) goes so well with the brand, because it manages to convey the lightness, coming from blue with the purple elegance that for many years in the Middle Ages was exclusively used by royalty. Blue is also a color linked to the concept of healthy living, while purple has recently been used by several brands as an association with joviality and paradigm shifts.
