2025
Identity as structure
Identity as structure
Services
Architectural identity for an emerging fashion label.
Client
Zhakan
Zhakan
Architectural identity for an emerging fashion label.
Branding
Overview
Zhakan is a conceptual fashion label built on structure, tension, and reduction. The identity was conceived as an engineered system rather than a styled gesture – precise, restrained, and culturally grounded without becoming literal. Form is treated as architecture: measured, intentional, resistant to trend.
Zhakan is a conceptual fashion label built on structure, tension, and reduction. The identity was conceived as an engineered system rather than a styled gesture – precise, restrained, and culturally grounded without becoming literal. Form is treated as architecture: measured, intentional, resistant to trend.
Concept // 1
Concept: The Architectural Cut
The Zhakan identity is constructed using architectural principles rather than decorative form. Letterforms function as structure – shaped through subtraction, tension, and negative space. A deliberate incision carved into the letterform echoes brutalist architecture, textile cutting, and cultural pattern logic. Every stroke feels cut, not drawn.
The Zhakan identity is constructed using architectural principles rather than decorative form. Letterforms function as structure – shaped through subtraction, tension, and negative space. A deliberate incision carved into the letterform echoes brutalist architecture, textile cutting, and cultural pattern logic. Every stroke feels cut, not drawn.
WORDMARK // 4
Wordmark System
The ZHAKAN wordmark is constructed as a system of balanced visual mass. Spacing, weight, and rhythm are optically engineered to maintain clarity across digital and physical applications. Precision is preserved at both large and small scales. The mark is designed to hold without ornament.
The ZHAKAN wordmark is constructed as a system of balanced visual mass. Spacing, weight, and rhythm are optically engineered to maintain clarity across digital and physical applications. Precision is preserved at both large and small scales. The mark is designed to hold without ornament.
Monogram // 3
Monogram
Monogram
The ZK monogram is formed from two independent letterforms held in tension. The letters do not merge. The space between them is intentional. This calibrated negative gap preserves clarity, material accuracy, and a sculptural, ownable silhouette – allowing the monogram to function confidently on labels, trims, and hardware.
The ZK monogram is formed from two independent letterforms held in tension. The letters do not merge. The space between them is intentional. This calibrated negative gap preserves clarity, material accuracy, and a sculptural, ownable silhouette – allowing the monogram to function confidently on labels, trims, and hardware.
Structural Incision // 4
Structural Incision
Structural Incision
A precise notch is carved into the letter K at its structural stress point, where diagonal meets vertical. The cut is not decorative – it is structural. It introduces restraint and memory into the form, creating a visual language that feels architectural rather than expressive.
A precise notch is carved into the letter K at its structural stress point, where diagonal meets vertical. The cut is not decorative – it is structural. It introduces restraint and memory into the form, creating a visual language that feels architectural rather than expressive.
Application & Outcome
Material Application
Material Application
The identity was designed with physical reproduction in mind:
garment tags
woven labels
metal hardware
embossing and debossing
Typography behaves as material, maintaining integrity even at small scale.
This project treats identity as architecture – defined as much by what is removed as by what remains.
The identity was designed with physical reproduction in mind:
garment tags
woven labels
metal hardware
embossing and debossing
Typography behaves as material, maintaining integrity even at small scale.
This project treats identity as architecture – defined as much by what is removed as by what remains.
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