PROPS
Brand identity & merch collectionBrand identity and print collections for PROPS, a Minsk streetwear brand inspired by the unknown and scary parts of the universe.
- Year
- 2024
- Client
- PROPS, Minsk
- Industry
- Streetwear
- Behance
- Full case on Behance
PROPS came to Themost Studio for an identity and print collections. I worked out one stylistic concept for the brand, then a series of apparel prints with a story behind each one, the packaging and 3D visuals of the collection.
Concept
The brand’s message is about the unknown that lurks among the stars, and wearing it with style. Each print takes one feeling from that message and turns it into a small story of its own.
First came the visual decisions that hold the brand together as one stylistic concept. On that base the collection was built: prints, apparel, packaging and the brand’s carriers.
Identity
The business cards come on white and black stock and carry the brand line “The unknown lurks in the shadows of the stars, and we wear it with style”.
The same line runs around the badges.
Packaging
The packaging carries the same story. The box was developed with 3D visualisation and speaks in the brand’s voice: “Dive into the universe of madness with us”. Zip pouches repeat the marbled pattern and the line “Made in Belarus”.
Social media
Instagram posts follow the same system: a new drop of the autumn collection with a countdown, the PROPS x LOOK giveaway, and lookbook posts with the brand line in Russian.
Prints
Every print in the collection has its own small story told in its layout: Nightmare, Madness, Chaos, The Universe, Darkness Unleashed, Starry Reverie and the rest of the series.
The collection was shot on the street and in the studio.
