The word "RACK" was derived from the clothing rack since it is a fashion concept store.
The Persian background of the brand lead us to type the work Rack in Farsi which also looks similar to the clothing rack in a way.
The minimalistic approach to branding was initiated in order to stand out in the market.
Since the clothing items are very modern and are mostly either black or white, we decided to keep the same approach for the brand.
Having a good and memorable stationary is crucial when it comes to fashion brands.
The clothing items, whether bought for personal use or as a gift, always come with a receipt, message and a business card. A memorable stationary stays with customers and is a good way of marketing.
Keeping the packaging minimal helps the brand stand out.
The overall white look represents the high end quality of the items inside the package.