Designing a Clothing Brand Inspired by Culture

Capps is a new headwear startup company that is distinguished by its unique approach to cap design styles and trends. Inspired by local and multinational cultures around the world, Capps brand offers unique styles and designs to fit anyone’s style. 

Elevant Studio was approached by Capps to develop their Naming, Brand Identity, Brand Strategy, Product Photography and Web Design. We approached all aspects of this project from a cultural perspective, and the target audience this brand would be targeted to. As we all know, in recent years the street wear culture and street art have been making a significant impact on the fashion industry and setting the bar for brand’s creative expressions. 

In order to develop  a brand concept for this brand, we dug deep into the history of why and how people began to use hats back in 3200 BC. Most of the initial hats were used as a protective garment against the sun, but over the years, people around the world began using them as an accessory that apart from meeting it’s functional purpose, it was part of a personal fashion style that resembled a person's interest, social class, and overall “class”. 

From our investigation, we derived a brand concept around the idea that people use certain accessories in their day to day as a form of creative expression. To represent this, we created a logo that resembles the idea of a fresh new brand which carries the idea of timeless pieces and adaptability of their design pieces. The color palette and visual style we assigned the brand resemble a dynamic interaction between color and form, with endless possibilities when applied to the hats. We chose an urban photography style for this brand as it shows the diverse ways people can match their hat based on outfits, similar to the new “sneaker boom” fashion that has now been going on for a few years. 

We applied the same concept to the web design, keeping it clean and minimalistic so the hats would be the main focus point on the site. The user experience was also kept in mind when designing this website, as we wanted the customer to have a seamless journey from discovering the products to completing their purchase.

Capps hats are made with the finest materials and craftsmanship. The company offers a wide variety of hat styles for both men and women. Their site is now live and available for purchase online! Check out their website to see the full range of hats and new designs they offer.

Thanks for reading! We hope you enjoyed learning about the thinking behind the Capps brand identity and how it all came to life. Stay tuned for more case studies and insights into our process here at Elevant Studio.


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