Street Lines

Street Lines is an online fashion retailer selling high quality luxury clothing and daily use accessories to women across South Africa. Founded in 2014 by Capetonian fashion designer, Nuraan Samsodien, Street Lines creates unique street wear that is made with care and introduces more style and versatility to modest fashion.

Art Direction: Naasier Adams & Jessie Bell
Photography: Achmat Booley
Videography: Imaad Griffiths

PROJECT SCOPE

Brand Direction
Logo Design
Digital Collateral
Packaging
Web Design
E-Commerce

OBJECTIVES

Nuraan approached us in late 2020 to completely reimagine her logo and brand identity along with an updated e-commerce platform. 

The Street Lines rebrand needed to meet a number of short, medium and longterm company goals. From diversifying the brands market to launching a physical store, the new look and experience needed to be engaging, user friendly and translate across digital and print mediums seamlessly. 

CREATIVE BRIEF

The rebrand drew inspiration from two of the worlds most iconic cities, exploring the textures, design details and connections between the streets, sidewalks and ambitious residents of New York and London. While we each have our own favourite city or neighbourhood, the cityscape holds a profound meaning to us all. Our attachment is universal because the option of community sits at the heart.

We wanted to convey a message of confidence and luxury while still keeping with the approachability of the original brand tone. We stuck to a monochrome colour palette paired with bold sans serif typography to reinforce the brand’s stance. 

For the logo mark, we honed in on the details. The small considerations that finish off each outfit, each stitch that makes a garment unique. This promoted us to focus on a single moment as a pedestrian cross the street. It could be a moment of confidence or a moment of ambition that changes things. 

We hope you love this brand identity for Street Lines as much as we loved creating it.

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