Luck&Load


CLIENT
LUCK & LOAD


Luck & Load, a Colombian menswear fashion company, wanted to create a strong brand identity and communication strategy where t-shirts and other menswear wardrobe basics where much more than just an outfit.

PROPOSAL
I designed the only menswear brand that inspired by icons like Marlon Brando, James Dean, Paul Newman and McQueen proposes masculine, casual, timeless and cool menswear basics.




PHASE 1
DISCOVER


During my research, observations and interviews I noticed the importance that some men’s fashion icons gave to their wardrobe essentials. Important to highlight, these influential men not only influenced other men with their style but also created a specific lifestyle. Inspired by them and understanding the customer segment I was able to gather the correct insights to proceed to the creation of the brand.


PHASE 2
STRATEGY

I developed the concept for Luck & Load; a timeless, cool, truly masculine menswear brand. Is more than just a men fashion brand is about a rebel and stylish kind of lifestyle.



PHASE 3
DESIGN


In this phase, I elaborated different design approaches, and divers logotypes designs. After selecting one of the art directions I developed the basic guidelines, which included the logotype, the slogan, the color palette, retail spaces and the visual language to generate a unified Brand.


PHASE 4
COMMUNICATION


In order to really engage, connect and create an adequate customer relationship with our customer segment we developed relevant content for them.







e-shop design



CREDITS

Business development
MARTIN BOTERO

VISUAL DESIGNER
CAROLINA POCH

PHOTOGRAPHER
Christian Rubot

MODEL
JERONIMO HENAO

2017

CAROLINA POCH, 2018