Work
Naming, Brand Design
Jae Myung, Lee
Study Case
ESFAI
Client
Jae Myung, Lee
Year
2017
After a decade of working as a fitter in a world-renowned tailoring house, Jae-Myung Lee decided to start a men's fashion label to realize his life long dream. Good & Young was tasked to create a brand name and identity design to encompass his vision.
Everything Starts From An Idea
ESFAI is an acronym for 'Everything Starts From An Idea'.
Just like what the name stands for, Jae-Myung Lee is always full of ideas and never gets tired of expressing his personality through fashion.
After a decade of working as a fitter in a world-renowned tailoring house, he decided to start a men's fashion label to realize his life long dream.
Departing from Jae Myung Lee's tailoring background, his brand was to focus on the street savvy, fashion conscious younger demographic.
A brand name that can encapsulate the essence of Jae-Myung Lee's freestyle thinking was needed and brand identity design was to follow.
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Everything Starts From An Idea
