Naetur - a refresh
2025
Branding, UI/UX design
This case study examines how the visual identity of a pre-existing brand can be evolved to enhance recognition, support growth, and create distinction within the crowded landscape of fashion and streetwear labels.
The Story
Project goals: The aim of this conceptual project is to further develop Naetur’s existing brand identity into something more distinctive and memorable within the clothing and jewellery space. By refreshing the logo and redesigning key aspects of the website, the goal is to infuse more personality into the brand helping it stand out in an increasingly saturated market.
Role: Led the analysis of Naetur’s existing visual assets to identify areas for refinement. Developed updated, interchangeable branding elements including core and alternative logos and designed a refreshed website interface to better reflect the brand’s values and aesthetic.
Projected outcome: The aim would be to increase the overall reach and sales of the company and to help Naetur grow into a more recognisable brand in the ways of companies like White Fox.
Note: All images are pulled from Naetur’s website and social media, some have been edited to feature the updated logos.
The Current State of Things.
In its current state, Naetur’s strongest branding element is its social media presence, which effectively conveys the brand’s aesthetic and lifestyle appeal. However, the official logo and the various logo variations used across clothing lack a clear sense of coherence and immediate recognisability. There is also no obvious connection between the word “Naetur” with its organic, evocative tone and the current typeface or visual expression of the logo.
The website’s landing page similarly feels impersonal and could benefit from more distinct visual identity and personality in order to leave a lasting impression on visitors.
That said, Naetur has carved out a unique space in the market through its fusion of leisurewear and jewellery, supported by a strong and intriguing name. With this in mind, the goal of this project is to rework the core logo and select alternative marks to create a more consistent and expressive brand identity. Additionally, I’ve designed a set of icons to support cross-platform usage and visual consistency. The website’s landing page has also been refreshed with more engaging content and a stronger sense of character to better reflect the brand’s unique voice.
The Refreshed Logos.
The Website Update
New landing page. More content throughout the page encourages users to spend more time engaging with the website as well as a larger variety of the items sold.
New landing page wireframe.
