The brand identity project for StüpKid stems from an in-depth analysis of its cultural origins and contemporary ambition: a sophisticated reinterpretation of Washington D.C. streetwear from the late 80s and 90s, brought into the realm of today's urban luxury. The proposal is based on understanding the brand as a living organism, with its own narrative, capable of evolving without losing authenticity. For this reason, from the conceptual construction of the brand and the logo suite design, the Brand Guidelines Book, and the printed/digital brand collaterals, to the store design, StüpKid's visual system articulates key contrasts—street and elegance, memory and modernity, sobriety and attitude—to translate them into a coherent, precise identity with timeless character.
To develop this identity, I took into account the importance of positioning StüpKid as a symbol of belonging and conscious self-expression, where craftsmanship, detail, and cultural heritage take center stage. The visual concept rescues the unspoken essence of those who shaped original streetwear, elevating it through refined aesthetics, premium materials, and minimalist yet powerful graphic direction. The result is a brand that does not seek to imitate traditional luxury, but rather to redefine it from the street, proposing a new interpretation of urban nighttime sophistication that honors the past, dialogues with the present, and projects a solid vision toward the future.
