BASIC SELECTED

End of 2025, BASIC SELECTED was ready to refresh its identity as the brand moved from an easy-to-wear clothing label toward a more recognizable minimal luxury direction. With plans to expand into new product lines and offline retail, the brand needed an identity that could feel stronger, clearer and more memorable.

Challenge

The Solution

We created a refreshed logo and branding system that makes simplicity feel more memorable.

The new symbol is drawn from a single continuous line, forming a balanced shape that reflects refined simplicity. It subtly hints at infinity, while shaping “B” and “S,” the initials of BASIC SELECTED.

The result is a visual identity that feels minimal, distinctive, and ready to grow across products, packaging and offline retail.