OUT - A Brand Built to Stand Out

Sofia’s menswear scene had a problem: the same old style. The fashion landscape was dominated by fast fashion and predictable styles. Men wanted to stand out - without overpaying or overdressing, but there were no options.

The idea behind OUT was to change that. A new kind of boutique offering affordable, high-quality Italian fashion, curated for men who want to look sharp and feel confident.

Our task was to create a brand identity fashion boutique in central Sofia offering Italian menswear at accessible prices.

The tasks included:
Developing a brand name that is bold, modern, and expressive.
Creating a visual identity that reflects quality, individuality, and masculine elegance.
Defining the brand voice and messaging, appealing to a wide audience - from 16-year-olds to 45+ professionals.
Positioning the store as a stylish alternative to mass-market chains, with emphasis on personal service, uniqueness, and Italian flair.
Delivering all assets in time for a teaser campaign and store launch in early autumn.

We weren’t just building a brand - we were disrupting expectations.

We had to:
Cut through the noise of fast fashion and sameness.
Appeal to a multi-generational audience without diluting the message.
Create an emotional connection between product and identity.
Launch from scratch within a tight timeframe.

The vision was clear, but there was no foundation. No name, no logo, no defined tone.

The only constants: a beautiful physical space in central Sofia, an ambitious team, and a hand-picked selection of beautiful Italian clothing with character.

Early ideas for naming ranged from playful local slang to romantic Italian references. But something was missing, until we landed on one word.

After exploring a wide range of options, we chose the name OUT - short, punchy, and full of attitude. It captures the spirit of stepping out, standing out, and breaking out of routine. The name reflects exactly what the boutique stands for: different, dynamic, and beyond the everyday. That’s the feeling we want every customer to experience when they choose to refresh their wardrobe with unexpectedly stylish and well-crafted pieces.

We developed a clean, masculine design inspired by Italian minimalism. Monochromatic tones paired with sharp typography created a boutique look that feels both modern and timeless. The result: a space that invites, not intimidates, and a brand that balances approachability with edge.

We crafted a tone that is confident, direct, and never generic. Our messaging celebrates the customer's individuality - speaking to men who want to look good without dressing like everyone else.

Ahead of the grand opening, we built anticipation through a teaser campaign. We crafted the interior styling, and branded print materials. Everything - from signage to social media was aligned under a unified brand promise.

Be OUT of the Ordinary.

OUT isn’t just a name - it’s a mindset. A way of dressing that breaks away from the uniformity of fast fashion. A boutique where Italian elegance meets everyday style, without the luxury price tag. A destination where men can discover pieces that make them feel confident, distinctive, and completely themselves.

In a city full of lookalikes, OUT invites men to choose differently, and wear it proudly.

The design system for OUT was crafted to reflect everything the brand stands for: clarity, confidence, and unexpected flair.

The logo is a custom wordmark that plays with symmetry and negative space. The bold horizontal cut through each letter symbolizes disruption - breaking out of the expected. Its geometric construction and strong presence give it a memorable and distinctly modern character.

We introduced a dynamic color scheme: mustard yellow, charcoal black, and crisp white. Each pairing is used strategically across digital, print, and retail touchpoints to create contrast, drive recognition, and reflect different moods. 

The result is a visual identity that balances elegance and energy - mirroring the OUT philosophy: Italian style, unapologetically individual.

The branding was applied cohesively across storefront signage, tags, packaging, and social media to ensure a strong and consistent presence from launch day onwards.