Branding and Packaging: ASKET Branding by House of Radon
My primary reason for switching the LAB’s focus to creative inspiration is that it gives me the opportunity to showcase designs that I believe makers can learn from. Even if the company or brand is not a handmade one, per se, there are so many lessons that can be learned by examining the creative decisions and direction that these talented folks make.
Take ASKET, for instance. Launching a successful Kickstarter campaign in 2015, ASKET is out to redefine the basic essential elements of menswear. I totally agree with the idea that basics, like a good t-shirt, should come in more than 5 sizes. Not only is the branding, designed by House of Radon, brilliant, this pop-up shop concept is amazing as well.
About the brand: “ASKET is a Stockholm based fashion startup, creating wardrobe essentials for men. Their idea is to create affordable luxury by cutting out middlemen, traditional marketing and physical stores. By focusing on their online channels, ASKET offers high quality products to a lower price. The product comes straight from the factory to the customer’s door. ASKET have a unique sizing-system, with fifteen sizes, which requires a flexible packaging concept.”
As you can see, the branding is rather simple: a mix of san-serif type for the logo, a beautiful serif typeface for the secondary branding elements and some rather uncomplicated but effective packaging. Oh, and we shouldn’t forget about that pop of golden yellow. It all works really well together.
Here’s a question though: how would this design work in a retail setting? To see just how successful it truly is, in the summer of 2016, ASKET opened its first Pop-up store at Södermalm in Stockholm. The designer notes that “the idea was to manifest their online concept in a physical environment for a limited time, by letting the customers touch and feel their products in real life.” Showcasing the idea that branding has to be able to make an impact online or off, the pop up shop concept looks like a home run.
This leads me to a question: can you current branding stand up to the ‘Pop Up Shop Test’? Does it translate well enough to manifest itself successfully in a brick and mortar space? What do you think?
“15 sizes instead of 5. It doesn’t matter how well a garment is made if it doesn’t fit. Yet, for over a century the fashion industry has been satisfied with only five sizes, XS to XL. Perfect for mass production and high street stores, terrible for fit. Think about it: 3.5 billion men on the planet squeezed into just five standard sizes. But without physical stores and with only one collection, there’s no reason for us to conform to that old logic. So we won’t. We’ve created our own sizing system, taking the industry’s five sizes and turning them into fifteen, all designed to help more men find a better fit.” ASKET