ABOUT THE BRAND
«GVOZD» is a brand of urban industrial clothing, whose primary visual and thematic element is the image of a nail. The clothing design merges the functionality of workwear with street aesthetics.
GOAL
To design functional streetwear with a striking accent, merging practicality and industrial aesthetics.CHARACTER
Utilitarian, industrial, bold, authentic, raw, functional, independent.COLLECTION
The brand has currently released its first collection, which consists of two cap styles.
Future plans include expanding the assortment and developing a full line of apparel and accessories:
— outerwear
— bags
— jewelry
— accessories
ADVANTAGES
Emotional
The opportunity to stand out through an item that does not appear mass-produced or impersonal. Handcrafted execution lends character and a sense of individuality to the clothing.Rational
Functional, utilitarian apparel complemented by metallic hardware. The foundation is practicality, durability, and comfort, characteristics common to workwear.Unique Selling Proposition (USP)
Utilitarian clothing, refined by hand. Each piece retains its functionality while gaining unique distinctions.TARGET AUDIENCE
Ages 18–25
Urban youth, university students, and young professionals. People interested in fashion, music, street culture, and contemporary art. They follow trends, attend concerts, festivals, and popular city spaces.
COMPETITORS
ANALOGS
MAPPING
PROBLEM
Currently, the «Gvozd» brand is in the pre-launch phase. For a full market entry, the brand needs to develop its identity and create promotional materials.
The main problem:
The lack of a unified visual language and a set of communication materials needed to consistently convey the brand’s character across all audience touchpoints.
SOLUTION
A cohesive visual system must be created that unifies industrial aesthetics with street culture.
Goal:
Develop an identity for the «Gvozd» brand that establishes a recognizable image and lays the groundwork for its market promotion.WORE
