Genuine
Branding & Concept

“Genuine” is a lifestyle brand including t-shirts and accessories. The brand aims to glorify body flaws or imperfections.

The project started from a personal struggle. As a girl I found myself ashamed of stretch marks, cellulite or scars I had, because society and the beauty standards consider them unattractive, and by having these flaws I won’t be accepted by people.

Over the years as I grew up, I realized that the problem is what society considers a flaw. Almost everyone has a flaw on their body, and if everyone has it, is it still a flaw? I realized that we shouldn’t be ashamed of but normalize it and even celebrate it. And what better way to celebrate it than to wear it for the world to see.

So I created “Genuine”, a lifestyle brand designed to celebrate our flaws.

As an art director in this project, I directed the photo shoots and created the brand’s visual and verbal identity. I enjoyed taking part of every aspect of this project since the brand’s concept was personal and meaningful for me.

This project includes: a logo, patterns implemented on t-shirts, tote-bags and clutches, including their labels, a product catalog, and a short commercial.