Tough Candy is a group of enthusiasts from Belgrade and lovers of fashion. Tough Candy brand is designed for those who want to spend their days in comfortable and high-quality clothes while looking good.”We are a team that believes in the endless sources of creativity, in the strength and energy that creativity brings with it.”
Developing a brand identity started with a lollipop. Lollipop is a light motif. As a symbol. In bright red. Red lips. In reflection of strength, will, and idea. This female group behind the Tough Candy brand exudes those epithets. And they inspire others. Starting from a simple white T-shirt, intended for everyone, it was “enough” to design and create almost abstract illustrations that would be found on T-shirts. Bright red has also been transferred to the e-commerce website. Online shopping is a very important part of today’s culture and way of shopping. Dosis was an adequate choice of typography for this project. It is in itself very casual, very bubbly, soft. And it rounds out the whole visual impression. In addition to being applied to print material, we can also see it on the website.