Cheers to de-cluttering the fashion space and embracing clothing that is emotional by nature but technical by design
Services
Collateral Design
Client
Year
Challenge
The product worked. The feeling needed to.
When Sonakshi approached us with her vision of braless clothing, the garments were already technically strong but the emotional narrative was missing. The conversation risked revolving around fabric technology, support systems and garment construction instead of how a woman feels when she doesn’t have to wear a bra.
The idea of going braless is not about technical innovation; it is about freedom, comfort, lightness and confidence. The challenge was to shift the spotlight from features to feeling. How do we communicate liberation instead of lab reports? How do we ensure technical clothing feels intuitive and emotional rather than complex and clinical? Most importantly, how do we make women connect with the sensation of being free instead of getting lost in jargon?
Goal
Make freedom the story.
The objective was to translate the product innovation into a brand experience women could instantly relate to. Known To None needed an identity that felt as unconventional and confident as the idea behind it, one that captured the spirit of freedom without over-explaining it.
Result
The outcome was a vibrant, playful brand that disrupted the conventional way technical clothing presents itself.
We designed a brand that expressed this attitude visually and verbally. The logo, built from the brand’s initials, was crafted to feel like art; expressive and fluid, yet precise in its construction, reflecting the balance between creativity and technical expertise in the garments. Around this, we created a cohesive system of brand assets including custom patterns, a distinctive signature stamp inspired by an exclamation mark, and memorable phrases like “I’ve got you covered.” Together, these elements shaped a brand world that felt bold, playful and unmistakably its own.
Where craft, memory, and modern living meet.
