Goomy.

Branding Project / Fashion Retail
by Martina Muzzetto

Starting from the concept of fluidity and searching for words and images that evoke it, one connection was the “chewing gum”. Phonetically, the sound of the “U” was found to be much more fluid. From this idea, the name was created! (With the addition of the final “y” to make it more friendly and appealing to the target audience).

Values

Quality: The materials used are mostly of natural origin, and packaging is sourced from European producers to support a more sustainable and ethical approach. The high craftsmanship ensures durability, aligning with the concept of circular fashion.

Trend: Goomy will listen to its consumers and current (macro)trends, creating products that are up-to-date and aligned with the needs of its target audience.

Inclusivity: Goomy aims to represent its consumers transparently, including all body types by offering a wider range of sizes, both in-store and online. This will be reflected in communication by representing all body types in models and mannequins.

Fluidity: In a constantly evolving society, it is absurd that most fashion brands still impose gender categories. Goomy will focus on creating exclusively genderless products.

Logo & Type

The logo was created from
a pre-existing font (08 02 03 by Fenotype).

The type chosen for the titration is the “Loos Extended” (by CSTM Fonts, Daria Karpenko, Yury Ostromentsky, Ilya Ruderman) that would take up the concept of fluidity given its horizontal extension, instead for the textual part it was decided to use the Bai Jamjuree (by Eurostyle).

Instagram’s Post

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