Creating a New Brand

Medicine is a chain of over one hundred clothing stores across Poland. Futu created the brand from the ground up. We developed the name, the visual design, and the tone of voice used in the brand’s communication. Founded on the theme of “Everyday Therapy,” the strategy involved creating a visual concept and mapping out its world of values: the brand offers customers a feeling of freedom and nonconformity, expresses their creativity, and is rooted in modern urban culture.

To create the brand’s visual identity, we used a timeless typeface and woodcut illustrations depicting unique and unorthodox juxtapositions, such as airplanes and bicycles, that represented the brand’s creativity. Futu produced the complete set of marketing materials need to launch Medicine.


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