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DR_AW Clothing is a new unisex kidswear and teenagers clothing brand that aspires to be a point of reference in the youngsters clothing sector. DR_AW needs clearer definition to its brand, communicating its connotations of being irrelevant and ironic, unconventional and innovative, breaking away from the stereotype of children’s clothing.

Nascent was tasked with articulating a bespoke strategy that reflects the language of DR_AW’s vision; and developing an intriguing visual identity system, starting from its existing logo. The integral brand strategy and visual language were fully visualised in a variety of physical and digital applications, telling DR_AW’s story of a world designed by children.