The project is about a branding for Weareva, a young fashion house located in New York. I invented the name and the payoff, then I designed the logo, the corporate identity and the web site. The set goal was creating a cheeky style that go hand in hand with the mood of designer clothes Weareva. Creating a seductive world around the brand to give substance to the concepts that underlie the entire graphic design: sin, temptation, and freedom of expression... anytime and wherever.

I wanted to work on a design that was seductive and attractive, so I came up with the idea to develop this style I had in mind around a brand of clothes. And who else but the first sinner in the history of the world could inspire the name? Eva, the one who ate the apple in Genesis. For this reason I choose for the logo an apple, the fruit of sin, bitten on both sides to form the face of a woman: Eva. Packaging and corporate identity stimulate temptation, with a cheeky style that allows to be recognizable at a distance. A style made up of paint because, after all, every existence is always stained by something that seduces us and draws us towards our forbidden desires. Finally, another concept that revolves around Weareva is freedom of expression, from the style of dress to the way of life: be tempted and daring, anytime and wherever. Indeed the words that compose the naming are "wear" and "Eve" mixed together in a single word whose pronunciation recalls "wherever". The pay off and the naming together form what is the concept behind the project: wherever free to sin, which turns into "Weareva free to sin."

Every day I used my Moleskine to write each idea that came up in my mind. Brainstorming is very important to me, because I don’t give limits to the ideas. When I started to design on my pc I used Photoshop and Illustrator for the creation of logo, packaging, stationary and ADV. For the video I used After effects and Premiere pro.
I started thinking about the naming for the project: I wrote dozens of words that I tried to put together and after a lengthy selection I chose Weareva. After that I drew a lot of logo's sketches and packaging's ideas, that I passed to the software to achieve them: I had the board of Illustrator full of symbols, words, sketches and colours, but in the end I chose only the best concepts. It was fun and interesting work on this project!

I recently published my project on Behance and I received very positive feedback, but I want to be cautious for luck!
The most important thing, however, is the possibility that this project gave me to prove myself. I started from the concepts and I developed them in every way possible, from the name to the website, from the pay-off to the advertising. I tried to build something new with original and unusual pattern, but I also worked very hard on the creation of the website: it was a challenge ensure the realisation of every part that makes up an online shop!! Finally, I am also very proud of the video, I had almost finished the whole project, but I wanted to include my other passion for the video making.

If you want to see the entire project, you can go to my behance at this link: https://www.behance.net/gallery/48465279/Weareva
If you'll appreciate write a comment e click the button at the bottom of page!

Francesco Montano

Born on April 29, 1992, in Benevento (Italy).
Back in 2006 he started to develop a strong interest for graphic design until to become a real passion few years later. Since then he always cultivated this passion working hard by himself: day by day he learned to use Photoshop partly thanks to his love for photography.
In July 2013 he graduated from a Technical High School but he decided that it was time to turn his hobby into a business.
In 2014 he started at Scuola La Tecnica a training course to increase his graphic knowledge in a more professional way.
Now he’s extremely familiar with Adobe Programs (Photoshop, Illustrator, Indesign, Lightroom) and he’s also able to take pictures to use for integrate his graphic works.
His main strength is the attention to detail without sacrifice his minimal style to reach an elegant and modern result in his works.
His best wish is to live thanks to his passion/work.

Website