ence.®
OVERVIEW
ence.® is where style meets innovation. they offer rare pieces with a bold approach, blending modern creativity with timeless streetwear.
YEAR
2024
ROLE
Brand Designer
UX/UI Designer
SERVICES
Logo Design
Naming
Website Design
Color Palette
Typography
Tone of Voice
THE BRIEF
The project started as a UX/UI e-commerce project for DRUG SHOES: a Ukrainian streetwear and sneaker store. In Ukrainian, the name read naturally, but for an international audience it carried an unintended and problematic connotation. As the client began considering expansion beyond Ukraine, the name became an obstacle.
The existing logo reflected the same problem: bold, aggressive, built for a local market. Strong in its context, but difficult to scale, visually and culturally.
Through client conversations and market analysis, a deeper need emerged: not just a new interface, but a full rename and rebrand. I proposed stripping the name back to its essence: literally. DRUG SHOES became ence.®
No formal brief. Research, empathy, and strategic initiative.
THE CONCEPT
The name comes from the suffix "-ence", found in words that describe a state, quality, or condition: confidence, difference, essence. It points inward, to character rather than product.
The identity follows the same logic: minimal, clean, and slightly eccentric. Accessible without being generic. A brand built for streetwear culture that doesn't need to shout to be recognised.
LOGO
"ence.®" set in Helvetica Bold: the letter C replaced by negative space. One detail, one decision, fully intentional. The minimalist mark reflects the brand's commitment to simplicity without being empty.
Three logo variations define the system: the primary typographic mark, a single-letter secondary mark, and a combined symbol + logotype for flexible application.
TYPOGRAPHY
Helvetica in three weights, each with a defined role.
Regular: body text, clarity and neutrality
Bold: headlines, structure and presence
Light Oblique: selected phrases, a quiet eccentricity
The typeface choice reinforces the brand's core position: clean and essential, with precision as the aesthetic.
COLORS
Black and white: no accent, no distraction. The palette is a deliberate constraint: the product, the culture, and the context provide all the colour. The brand stays out of the way.
PATTERN
The brand pattern uses silhouettes of clothing and footwear wrapped in brackets: creating combinations like (sneakers)ence, (t-shirt)ence. Memorable, extendable, and tied directly to the naming concept.
A secondary word pattern uses "-ence" suffix words that define the brand: confidence, difference, essence. Both systems work independently or alongside the logo.
PHOTO STYLE
The brand pattern uses silhouettes of clothing and footwear wrapped in brackets: creating combinations like (sneakers)ence, (t-shirt)ence. Memorable, extendable, and tied directly to the naming concept.
A secondary word pattern uses "-ence" suffix words that define the brand: confidence, difference, essence. Both systems work independently or alongside the logo.
SYSTEM IN USE
The identity applies across digital and physical touchpoints: social media, packaging, signage, and in-store presence. Each application follows the same logic: restraint, precision, and a single recognisable detail that makes it unmistakably ence.®
The rebrand wasn't requested, it was proposed. What began as a UX/UI project became a full visual identity through independent research, client empathy, and a decision to go beyond the original scope.
The direction was validated by the client and adopted as the foundation for the brand's next phase. Implementation is currently underway across digital presence, physical retail, and international market entry.
The project was recognised on Behance with two awards: Featured in Adobe Illustrator and Featured in Branding.