The Brubaker, an innovative concept in fashion, is a new high-quality brand produced exclusively in Europe and available only online. The business model takes a different approach to traditional fashion sales, delivering products directly to customers and eliminating intermediaries; this enables the brand to transparently communicate its cost of production and sales. To create the brand's identity, a main logotype was designed which was black, elegant, clean, balanced, centered, and classic yet modern, reflecting the values The Brubaker aims to convey and the style of clothing it sells. For the product information, it was decided to employ a photographic style that is crisp, yet warm, use centered texts, and express product names using numbers.