Dual Defiance

A loving rebellion –
Make them stare

Eine Wand mit mehreren Plakaten, auf denen Schriftzüge und Fotos von Frauen in verschiedenen Posen zu sehen sind. — Eine Wand mit verschiedenen Plakaten, die Schriftzüge und Fotos von Frauen in verschiedenen Posen zeigen.

With the founding of Dual Defiance, Anne and Virginia started a loving rebellion. They produce stockings in every size – from very small sizes up to very large sizes. They want to encourage their customers to celebrate their own independent style. Make them stare.

Design
Corporate Design
Packaging Design
UI Shop-Design

Round box with black exterior and doodles, containing a circular sticker that reads "Cute Af."

A brand with personality
Thoughtful details

The personal character of the label is already visible in the wordmark – through its distinctive handwritten elements. Small scribbles stand in clear contrast to the classical typography. The muted color palette keeps the focus on the product. A high-quality paper tube is more than just packaging. It becomes a companion piece and surprises customers with holographic stickers.

The task

For the development of the visual identity, the tone of voice, the branding, and the packaging had to be designed in a way that is timelessly elegant, but at the same time personal, individual, and rebellious.

The idea

Dual Defiance encourages embracing yourself and your body. Therefore, all brand media convey confident and empowering statements. Through the handwritten elements, the personal touch of the label is already visible in the word mark. Additional statements and bold, diverse model pictures break up the otherwise classical look. In this way, Dual Defiance stands out from the typical fashion world positively and independently, and encourages individuals to confidently define their own style.

The solution

Small scribbles stand in clear contrast to the classical typography. The muted color palette keeps the focus on the product. A high-quality paper tube is more than just packaging. It becomes a companion piece and surprises customers with holographic stickers. The community daily receives thoughtful posts on social media and the products are presented in detail in a newly developed online shop.