Nigma | High End Street Wear Genderless Brand

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Nigma | Undefined by gender

Branding, Naming, Visual Identity

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Nigma is high end street wear genderless brand that exists to break stereotypes. It is a way of expression and personal identification that’s completely free from prejudice.

Challenge: Despite the early stage business, the concept of the brand was already very clear to the owner. Our challenge was to understand the bold and provocative essence of the brand to express in an aggressive and strong visual identity.

Solution: We build a visual universe with a rebellious and aggressive personality. We create a short and strong name, develop an unconventional logo and draw textures that refer to the "street style", becoming a unique form of expression.

Brand Construction Process

At the diagnostic stage, our objective was to understand the internal and external context that the brand is inserted. To do this, we apply tools, such as brand platform canvas, to identify the characteristics of the business, the essence and purpose of the brand, the public of interest and the competition.

Naming Process

The naming process resulted in 250 created words. From the design and feasibility guidelines, Nigma was chosen as the brand name. Originated from the word "enigma", it refers to something not defined. The meaning of enigma is an obscure or ambiguous, but true, description of a thing; it also means a person who, by any circumstance, lives in an incomprehensible way. So "Nigma" is to be who you want to be, however enigmatic it may be to others.

Logo design created with Minim, by Ion Lucin.

Strategy & Creative Director: Camila Chisini
Designer: Lara Rei
Photo & Video: Nomma Media
Make Up: Ana K.
Models: Clara Soares, Jaque Celestino, Henrique Schneider e Isomar Soares.
2017 | Brazil