Minimal wear - Avant Studio

Avant Studio ®

Montreal, Canada

WorkWork

AboutAbout

Art direction

(21)

Branding

(38)

Web development

(25)

Motion

(16)

UI/UX

(29)

Let’s talk

Montreal, Canada

Art direction

(21)

Branding

(38)

Web development

(25)

Motion

(16)

UI/UX

(29)

JournalJournal

Let’s talk

Minimal wear

Brand strategy

Minimal wear

Brand strategy

Live website

(Thesis)

Frame Zero is a design study exploring the intersection of automotive aesthetics and high fashion. The project focuses on clean lines, high-contrast silhouettes, and the dialogue between human form and aerodynamic precision.

(Thesis)

(Services)

Art direction

Brand identity

(Client)

Frame Zero Labs

(Timeline)

2 months

(Location)

Toronto, Canada

(Design study)

Frame Zero came to us with a sharp brief: build an identity that holds its ground in a market drowning in loud color and short-lived hype. The challenge was to give the label real authority without leaning on oversized logos or aggressive campaigns. Every choice had to earn its place, so the brand could speak through texture, light and framing alone.

(Design study)

Minimal wear explores soft neutral tones and quiet tailoring for everyday sportswear. The project strips each look down to its cut and texture, so the garment does the talking and the campaign stays calm, clean and easy to remember. Fit, fabric and movement were tested on real people before a single image was shot.

Project context

(Challenge)

Frame Zero started as a small studio making private commissions, and this was its first public collection. Its audience moves between design studios and performance garages and expects the same precision from a jacket as from a chassis. The scope covered print campaigns, packaging and a digital flagship, all due for a single launch season.

(02)

(03)

Approach

Integrating a branding system into physical environments required deep technical control. We developed an architectural identity blueprint that acts as a visual anchor across all media. Every typographic choice, alignment system, and spatial layout was tested to maintain its uncompromised presence, translating raw conceptual principles into tangible brand equity