Born out of the London skate and music scenes, A Spotless Mind designs a range of unisex clothing sold via their website. The brand aims to embody the juxtaposition of the themes of corruption and evil vs. bliss and utopia – resulting in clothing with a harsh, bold aesthetic and a sinister edge.
Challenge
We needed to find the right level of tension to create a visual identity that felt both hard hitting and deliberately uncomfortable, without overshadowing the clothes themselves. The identity also needed to translate into a fully functional e-commerce experience, ready to launch the brand into the world.
Solution
We created a stripped-back but striking identity that clashes deliberately with the purity implied by the name. The brand mark features a sharp, star-like symbol of “spotlessness” paired with a weeping eye to represent the tortured “mind.” Bold, uncompromising typography and a no-frills colour palette – blood red, pitch black, and bone – cement the rebellious, punk aesthetic.