Original Fit is an online-only fashion startup based in Egypt, specializing in casual, modern apparel and footwear. The brand curates and sells highly sought-after global streetwear and casual brands, such as American Eagle, Pull & Bear, and Zara, directly to the Egyptian consumer.
To create a compelling, trustworthy, and dynamic visual identity and brand strategy that positions Original Fit as the go-to destination for authentic branded clothing in Egypt. The branding needs to bridge the gap between "premium global brands" and "accessible local pricing," ensuring customers feel confident they are getting the real deal without the retail markup.
Demographics: Young adults, college students, and young professionals in Egypt (ages 16–35).
Psychographics: Fashion-conscious, trend-driven, and highly active on social media (Instagram, TikTok). They value looking good and wearing recognized brands but are highly aware of the current economic climate and inflation. They are smart shoppers looking for life hacks and the best value for their money.
Behavior: Primarily mobile shoppers who rely on social proof, influencer recommendations, and peer reviews before purchasing online.
This is the full version of the logo, complete with all its elements and compositions. It is recommended to use this version whenever possible, as it offers a comprehensive representation of the identity and communicates it clearly and effectively.
This is the standalone logo without the tagline. It can be used freely across various applications, as it maintains clarity and independence in representing the brand identity.
This visual element is derived from the logo, created by combining the distinctive “M” from the logomark with the plus sign (+) in the brand colors. It represents the concept of “PLUS” in a way that aligns seamlessly with the overall visual system.
To succeed in the Egyptian market, Original Fit must do two things simultaneously: build absolute trust (proving the items are 100% original) and communicate modern style (appealing to a fashion-conscious youth demographic). The proposed logo achieves this through a deliberate visual duality. It balances the stability required to overcome the "fake goods" skepticism with the edge necessary to sit alongside brands like Zara and Pull & Bear.
As identified in the creative brief, the highest hurdle is the Trust Barrier.
Download the brand Logo and Icon in all extensions whether raster images or vector files (etc. SVG, AI, PDF, PNG, JPG)
This concept image effectively demonstrates how the "Original Fit" brand identity translates into a live, digital environment. By using a Facebook page mockup, it showcases the logo's versatility and how the brand's personality comes to life through imagery and layout.
Here is a breakdown of how the brand identity is placed and functioning in this concept:
