3.45 AM: Brand Identity for an Apparel Brand

3.45 AM is a menswear line for forward-thinkers searching for pieces that follow no particular pattern or trend. I created an intriguing brand identity, drawing inspiration from the city late at night. The motif is alluding to the smokey night air in the artificial light; the logo icon variations are formed by the negative space of the characters “345AM”, continuing the idea of things looking different and inverted at night. After developing the brand identity, I designed the packaging, print and digital collateral.