• Transform magazine
  • October 25, 2021

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Anatara Studio develops new identity for Star Fades International

SFI Top Banner

LA and Pakistan-based denim laundry, Star Fades International (SFI), worked with Guatemala-based design studio, Antara Studio, to create a new brand identity.

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SFI initially solely focused on the production side of the supply chain. However, after it decided to incorporate an in-house fashion design team, it sought help from Antara to communicate the change to current customers and potential fashion design brands that would be interested in partnering with the company.

As SFI’s logo and identity didn’t resonate with fashion designers and brands, Antara overhauled the brand and developed a new design focused on the concept of dichotomy between design and innovation. Antara aimed to create a brand that conveys its design driven nature, along with its innovative and technological essence.

By developing a brand that appeals to the fashion design industry, Antara also wanted to communicate the brand’s competitive advantage clearly, with the objective of attracting new clients.

Antara chose the Serif Editorial typography to visualize the concept of ‘design,’ and a grotesque Sans Serif was used to represent the concept of ‘innovation.’ With both pillars being equally important to SFI as a brand, they were made visible across all visual elements at all times.