Vacanza.
Athleisure brand for women with active lifestyles.
brand concept | graphic design | apparel
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Vacanza is an athleisure brand, so comfortable you'll feel on a forever vacation: "Per sempre in Vacanza. " As a self proclaimed guilty free brand, it uses only natural fibers, sourced sustainably in order to keep the body cool and relaxed.
The inspiration
Vacanza is inspired by 90s sports style, and Princess Diana's famous Harvard sweatshirt and biker shorts look.
Princess Diana never liked being photographed in her exercise clothes—and even took great lengths to avoid doing so. Yet there was an incredible demand for private images of the Princess: in 1993, The Mirror paid a reported 150,000 pounds for photos of Diana working out at her health club. In the parking lot of her gym, she’d often walk backwards from her car to avoid showing her face to photographers. But her greatest hack? She’d wear the same outfit every time: spandex bike shorts with a sweatshirt, again and again. By doing so, it would decrease the value of the photograph taken by paparazzi—no newspaper would pay a premium to run an outfit in their pages they’d already run before.
Logo ideation
Vacanza is all about a relaxed mind and a body in motion. The objective with the logo was to create something that evokes subtle, constant movement, energy that flows.
Colors are soft pastels that remind the audience to live life at a slow, gentle pace, allowing us to enjoy every minute. Also, given that this is a clothing brand, we allowed for a more extensive palette than usual to give the brand creative freedom as it grows and more collections come out.
