Client
Dehume
Services
Research & Insights, Retail Experience Audits, Brand Identity, Packaging Design, Website Design
Timeline
12 weeks
Impact
- Successfully developed a unique and trademark-conscious brand name from over 60 explored naming options.
- Established a clear market position within the premium contemporary fashion category.
- Created a cohesive visual identity system applicable across digital, retail, packaging, and marketing touchpoints.
- Designed a scalable brand framework capable of supporting future product collections and international expansion.
- Launched with a professional brand presence that immediately increased credibility with customers, collaborators, and retail partners.
Building a Fashion Brand From Concept to Market-Ready Identity
Dehume began as an idea.
The founder approached Kle Studio with a vision to create a fashion brand that combined contemporary African design sensibilities with the sophistication and restraint often associated with global fashion houses. While the ambition was clear, the brand itself did not yet exist. There was no name, positioning, visual identity, messaging framework, or digital presence.
Our role was to build the brand from the ground up—transforming an idea into a fully realised fashion business with a strategic foundation capable of supporting long-term growth.
THE CHALLENGE
The fashion industry is one of the most crowded and competitive sectors globally. New brands are launched every day, making it increasingly difficult to establish distinction and relevance.
The founder wanted to avoid creating another trend-driven label and instead build a timeless brand capable of competing in both local and international markets. This required more than attractive visuals. It required strategic clarity around positioning, audience, personality, perception, and long-term direction.
The challenge was to create a brand that felt modern and global without losing its connection to African creativity and craftsmanship.
OUR APPROACH
The fashion industry is one of the most crowded and competitive sectors globally. New brands are launched every day, making it increasingly difficult to establish distinction and relevance.
The founder wanted to avoid creating another trend-driven label and instead build a timeless brand capable of competing in both local and international markets. This required more than attractive visuals. It required strategic clarity around positioning, audience, personality, perception, and long-term direction.
The challenge was to create a brand that felt modern and global without losing its connection to African creativity and craftsmanship.
To support launch readiness, we also designed the brand’s website and developed a comprehensive brand guideline system covering visual identity, photography direction, social media design, tone of voice, and future brand applications.
Client Testimonial
Kle Studio didn’t simply design a logo. They helped transform an idea into a brand with real depth, clarity, and direction. Every decision—from the name to the website—felt intentional and aligned with our long-term vision. We now have a brand that feels both globally relevant and authentically ours.