GOAWAY

Branding

A minimalistic street style clothing brand as a response to the lack of "good" fashion in Toronto. Due to a lack of appealing yet affordable clothing in the Toronto fashion scene, Korean street style was incorporated into the designs as well as a more oversized fit for style and comfortability.

The Problem
Brand Strategy
The Design Concept
Design Concept
Design Concept
Design Concept

GOAWAY is a Toronto-based brand, highlighting street and minimalistic designs inspired by Korean fashion. The abbreviation of the brand name being “GA” represents the first letter of the Korean alphabet (가), in which it bridges a connection between Toronto and Seoul. In order to bring a fresh and stylish look into Toronto’s fashion scene, elements of popular culture in both America and Korea have been merged into the print designs. The designs are flexible to adapt to current times as well as appeal to a wide range audience, not just in Toronto or Seoul, but anywhere worldwide.

Design concept

GOAWAY is a Toronto-based brand, highlighting street and minimalistic designs inspired by Korean fashion. The abbreviation of the brand name being “GA” represents the first letter of the Korean alphabet (가), in which it bridges a connection between Toronto and Seoul. In order to bring a fresh and stylish look into Toronto’s fashion scene, elements of popular culture in both America and Korea have been merged into the print designs. The designs are flexible to adapt to current times as well as appeal to a wide range audience, not just in Toronto or Seoul, but anywhere worldwide.

The Design Challenge

Concept

GOAWAY is a Toronto-based brand, highlighting street and minimalistic designs inspired by Korean fashion. The abbreviation of the brand name being “GA” represents the first letter of the Korean alphabet (가), in which it bridges a connection between Toronto and Seoul. In order to bring a fresh and stylish look into Toronto’s fashion scene, elements of popular culture in both America and Korea have been merged into the print designs. The designs are flexible to adapt to current times as well as appeal to a wide range audience, not just in Toronto or Seoul, but anywhere worldwide.

The Process

Brand Guidelines

GOAWAY’s logo defaults to a grungy handwritten style design in black on a white background. The simplicity in the logo as well as the colour choice is to maintain flexibility and openness towards the brand image, as each individual print design does not cater to a specific art style. The tagline “Season Your Style” presents the brand’s apparel as a choice of “seasoning” to one’s outfit, to metaphorize as we do with food when it is bland. The freedom present within the branding is to reflect the freedom present within Korea’s fashion scene, making for an easily approachable experience.

Research

The Solution

Video Stills

The Process

Brand Guidelines

GOAWAY’s logo defaults to a grungy handwritten style design in black on a white background. The simplicity in the logo as well as the colour choice is to maintain flexibility and openness towards the brand image, as each individual print design does not cater to a specific art style. The tagline “Season Your Style” presents the brand’s apparel as a choice of “seasoning” to one’s outfit, to metaphorize as we do with food when it is bland. The freedom present within the branding is to reflect the freedom present within Korea’s fashion scene, making for an easily approachable experience.

PROJECT SPOTLIGHT