The brief was to create a new visual identity for PARISTEXAS, a high-fashion store located in the heart of Copenhagen. The challenge was to make the new identity match the shop’s distinctive collection, consisting of exclusive and international underground brands – many of which are available in Denmark only through PARISTEXAS. The new identity reflects the name PARISTEXAS – a morphing of beauty and darkness – using musical instruments and creepy insects to create a universe of contrast. Not only does the identity break with the traditional perception of beauty and fashion, it is also unconventional in the way that the primary identity element is not just a logo but an entire universe.
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