CHOOSE YOUR LIFE
Visual Identity for a streetwear clothing brand
Choose Your Life (CYL) is a fictional streetwear clothing brand such as G-Star RAW or RG 512. Its identity, based around the reversed crown, is a state of mind for the consumer, who shows his opposition to the fashion standards and go against the established rules. The baseline "REVERSE THE CROWN" illustrates well this idea to appropriate the brand, to be part of its guideline values.