MESUX

Branding

“Clothing is not the leading character but an extension of personality”, this is not only the core understanding of MESUX but also the conception of the brand in a new season. MESUX is committed to conveying its brand insight through fashion with minimalist, neat and easy-to-wear qualities that reflect their attention and tolerance to individuals. This year marks the first year for the MESUX upgrade, by which they decide to restructure and update the brand and extend it to a more specific brand attitude. Wuxing as the team responsible for the work allows MESUX to have a new LOGO and visual identity, as well as a more explicit extended brand attitude.

We have developed a scale-free, executable and programmed design system for MESUX. It has the simplicity and purity reflected by the LOGO and the authenticity and tangibility found in labels and plastic or fabric products. The variant symbol of the initial letter of the brand M adopts many illative structures that freely extend between the horizontal and vertical lines just as they were defined by the brand between fashion and human. They recognized that the brand has more than one face worth existing. As noted by their understanding, “fashion has been and always will be an extension of personality”, which starts with decomposition of fashion and rests in the planes, allowing the design language to be unified and the consumers to have a deeper impression of the brand.