• Transform magazine
  • June 22, 2024


ROOK/NYC designs brand identity and digital experience for new casual loungewear line

  • WKNDNATION Website

Creative agency ROOK/NYC has developed the brand identity, packaging design and digital experience for the launch of Wkdn Nation, a new casual loungewear clothing line designed with comfort.


ROOK/NYC knew the branding would need to reflect the founder's ‘effortlessly cool vibe,’ in staying aligned with their values. The founders didn't want to create a brand that felt too high-polished or pristine, but rather sought to design something aspirational that would still feel relatable and real. Therefore, the team at ROOK/NYC needed to cultivate an edge of imperfection.

ROOK/NYC set out to build a layered identity that would allow the Wknd Nation team the flexibility and confidence to experiment with every element of the brand ID. The team wanted to design a system of elements, beyond just a logo and monogram, that could become as iconic as the heritage fashion brands seen today. The WN stitch mark, for example, is not just a stamp but a branded integration that works both on the clothing and within branded collateral. 

ROOK/NYC also created the DTC packaging experience and developed the overarching creative direction for Wknd Nation’s e-commerce site. The branding was dialled-up on the packaging, turning the DTC mailer into a billboard with big, bold logos and vibrant colour. Inside, lies a clean monogram repeat pattern on the tissue paper, sealed with an oversized round sticker that reinforces the hero WN stamp.