YEAR
TWENTY 22
A streetwear clothing company helping people create the confidence they need to be their authentic selves. It’s not
just a shirt, it’s a voice for the voiceless, a face for the faceless, it’s an unapologetic acceptance of who they are.
View Website
CATEGORY
E-Commerce
Clothing Store
SCOPE
Brand Des/Dev
Graphic Design
Logo Design
CLIENT
Cool Junkie
Cool Junkie's vision is to help those who feel like outcasts in the world. To achieve this, they needed a brand that would inspire confidence and authentic self-expression. The team dedicated their efforts to crafting a StoryBrand, Brand Identity & Strategy that would establish a household name for the voiceless, overlooked, and insecure, helping them become a more self-loving version of themselves.
Household name that gives authenticity and confidence to the black sheep of the world
THE
CHALLENGE
WORKING ALONGSIDE A FELLOW CREATIVE ENTREPRENEUR
Working with CoolJunkie’s CEO - Maurice Mcleish - It was very liberating to have full reign and creative freedom. With the full trust he had with us, we were able to create, design, and develop one of our best projects. And inspire hundreds of people on our instagram wanting to know more about the project. This is what can happen when Path Studio gets full creative freedom — a movement, a way of being, Cool Junkie.
OUR PLAN
Brand Strategy & Perception
Storybrand & One-liner
Logo Design & Visual Identity
Guidelines & Design Collateral
BRAND
STRATEGY
Our approach to brand strategy is by asking our friends on the path a sequence of questions that leads us to the mission, value, who we are, and product. These are their answers:
Vision
Mission
Who We Are
Product
The vision behind Cool Junkie is to gift those who are overlooked, voiceless, insecure, or apologetically themselves an opportunity to express themselves as who they are so they may find confidence and assurance in who they are: a cool junkie; someone who is themself and loves themself. No they don’t need x or y, they just need themself to join the cool junkie family.
It’s difficult for a tyro streetwear company to compete with the streetwear brands of today. Except that we have a certain market that is not targeted by these brands:
Those who are neglected by the societal and cultural definition of “cool”, “confident”, “important”. The mission for cool junkie is to guide it along the path of completing its mission so that it becomes the niche leader of authentic, affordable, unapologetic clothing for those who can’t seem to fit the “model” shown in SUPREME, BAPE, NIKE, etc.
Streetwear company helping people find confidence to be their authentic selves.
Streetwear with messaging and meaning. It’s not just a shirt, it’s a transformation.
BRAND
PERCEPTION
STORYBRAND
& ONELINER
We take a “human condition” approach to brand perception: looking at it from the perspective of our clients target market. First we begin with research, we find the demographics to help us niche down, understand, and find their target customer to lead us to their onliness statement:
I help black sheep to be their unapologetic selves by delivering streetwear that embodies authenticity at affordable prices
This in turn helps us find out our communication objectives and personality:
This is where we take the onliness statement and make it into a transformative story for our clients target customer. As a result we end up with arguably one the most valuable and powerful branding messages ever; the one-liner:
Streetwear embracing authenticity so you can be you.
AUTHENTIC
CONFIDENT
UNAPOLOGETIC
FUN
LOGO DESIGN
& VISUAL
IDENTITY
Before
After
Unanimous
DHARMA GOTHIC E BOLD ITALIC
The wordmark was designed to do the same with the logo but for the word mark, luckily our friends at DharmaType had the typography just for this project.
The logo was designed to be professional, fun, confident, and minimal. Allowing for anyone to put their face in the emblem of Cool Junkie — this was to add into the mission of “transforming” customers.
To accomplish this we took their original logo and wordmark stripped it away of the expensive details and aimed for a visual that captures a minimal look and personality of a cool junkie.
(This is that process)
After our Brand Strategy, Perception, StoryBrand & One-liner, we focus on the visual identity that captures all of the aforementioned.
AaGg
Heavy Italic
Dharma Gothic E
Display
Style
Logo Typeface
Usage
Monotype
Foundry
Dharma Gothic
Typeface
TYPOGRAPHY
AaBb
Helvetica Bold
Helvetica Regular
Grotesque
Style
Primary Typeface
Usage
Linotype
Foundry
Helvetica
Typeface
TYPOGRAPHY
Success
May Green #43964C
Misc.
Plum #904096
CTA
Minion Yellow #FDE14C
Text
White #FFFFFF
Misc.
Middle Blue #6ACBDE
Warning
Orange Soda #EE5B36
Main
Black #000000
COLOR PALETTE
— Maurice Mcleish (Cool Junkie CEO)
“I was beyond amazed at the work Path Studio did for our company, now we have impacted thousands of people and it’s because they helped align our internal and external branding”
TESTIMONY
RESULTS
READY TO TRAILBLAZE WITH US?
CONTACT US
NEXT PROJECT
BOOK
US
