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ANTI-ANTEE Branding

ANTI-ANTEE, a Hong Kong-based streetwear company, draws inspiration from aviation history and aesthetics. ANTI ANTEE was founded in 2022, with roots in Beijing and Hong Kong. We craft our stories through tangible artistry to share our experiences in defiance of gravity. We focus on ecological sustainability and local culture, continuously creating timeless products.

As the design lead, I am solely responsible for the branding and UX design. I strengthened brand identity by establishing style guidelines for digital marketing materials, including logo, color, custom brand typography, image composition, scalability and the entire UX design of the website, collaborating closely with cross-functional teams to implement the design.

ANTI-ANTEE, a Hong Kong-based streetwear company, draws inspiration from aviation history and aesthetics.

As the design lead, I am solely responsible for the branding and UX design. I am the Strengthened brand identity by establishing style guidelines for digital marketing materials, including logo, color, typography, image composition, and scalability, collaborating closely with cross-functional teams.

Client

Yifan Li

rOLE

Branding & UX Design

Date

Sept 2023

Skills

Branding Design,

Graphic Design, UX Design,

Typography, Color Theory

Challenge

The challenge ANTI ANTEE faces lies in crafting a unique brand identity that seamlessly intertwines retro-futurism, vintage Hong Kong aesthetics, and aviation-inspired elements within the realm of streetwear.

This demands the creation of a cohesive narrative that resonates with the brand's vision, leveraging a distinct color palette, typography, and imagery to encapsulate a timeless story that defies gravity while embracing ecological sustainability and local culture.

Solution

Colors
The primary color palette of light blue and light beige, complemented by dark beige and bright orange, echoes the elegance of an inviting airline while infusing playfulness and vibrancy, drawing inspiration from old Hong Kong charm. These hues symbolize the fusion of vintage aesthetics and modern streetwear culture.

Typography
The choice of IBM Plex Mono for text and body aligns with the brand's ethos of precision and systematic structure, while Anti-Antee, a distinct font designed for ANTI ANTEE, embodies futuristic and industrial elements. Its unique numbering system and red dot evoke aviation themes, symbolizing innovation and attention to detail.

Image Choices
Curated imagery captures the essence of retro futurism and aviation-related aesthetics. Utilizing vintage visuals filtered with noise, textures, and the brand's color palette. Straight lines and geometric shapes segment the images, echoing the brand's emphasis on clean and structured design.

Visuals

The symmetrical trapezoid at the core of our logo metaphorically represents the wings of a plane. It embodies the concept of flight, aspiration, and forward momentum. The geometric precision signifies readiness and the anticipation of taking off into new horizons, much like a plane preparing for flight.
The use of large blocks and straight lines in our logo resonates with an industrial vibe. These elements evoke the robustness and precision associated with aviation machinery, symbolizing strength, reliability, and technological advancement.

Custom
Typeface

The specially designed font, Anti-Antee, serves as the distinctive title font for the brand. This font embodies the brand's futuristic and industrial aesthetic. Its geometric design juxtaposes thin lines with bold shapes, creating a striking contrast that evokes a sense of modernity and edginess. This unique font encapsulates the brand's identity, reflecting the fusion of innovative design elements inspired by retro futurism and aviation.
The numbering system of Anti-Antee, derived from dividing triangles into smaller sections and connecting lines within them.The incorporation of a red dot symbolizing the light on the tip of an airplane wing further reinforces the aviation-inspired theme.