Athari — the swahili word for impact — is a brick and mortar boutique catering to their clientele through a subscription-based fashion library. Though they are high-fashion and modern, they hold eco-friendly aspirations by helping to reduce the ever growing epidemic of clothing waste. Athari shoppers can say goodbye to the traditional wardrobe and hello to something limitless.
Women 18-35, lower middle class to middle class. Manhattan area. Online presence, so wider market access possible. All culture and races. Feel very all-encompassing. Trendy. International students might benefit from this as they are often on the go and don't have to keep a large wardrobe on hand to be trendy.
Athari was all about being limitless — free and unibited. This led me to the idea of birds in flight, which the client deeply responded to. Thus became the logo: an elegant and modern swan washed in gentle blues. The identity as a whole is very minimalist, keeping the visuals light, airy, and fresh. An online brand guide (PDF) is available detailing more.