Branding | Identity Design

SAD BOY is an apparel line for urban audiences. The client reached out to me to re-design their logo to have a nice glitch effect. They wanted their brand to have a sad, gloomy and depressed effect to it. Hence, the happy/sad smiley faces. I was told that this generation likes to be sad and that’s why certain rappers are getting popular. It was something that the client wanted to capitalize on through their brand.