Unforgiven Souls

Unforgiven Souls is a new Mexico-based fashion brand from Liliana Luna. The clothing is marketed to “rebellious 18–25 year-olds who break rules and traditions, forging their own path through society.”

During client interviews it was clear that the founder wanted the identity to highlight the burning of traditions to create a new beginning. It led to the creation of a flame-like logo that also signified the audience characteristic of “bright young things, chased by paparazzi who are fascinated by their outrageous behaviour.”

Sketching uncovered a way to combine a stylised flame with a “US” monogram, designed with smooth, flowing lines to hint at elegance and luxury.

The colours of the backdrop further associate the identity with burning, while subtle changes in the graduation add a little freshness to marketing collateral.

The bespoke type design complements the character of the monogram in order to heighten visual balance.