Singapore-based fashion merchandising company Palette 1.5 wanted to launch an online retail concept store that could compete with e-commerce giants like Net-a-Porter and Asos. They wanted to create a brand with a distinctive space and attitude that would appeal to fashion-forward young women and men. With this in mind they approached the Singapore-based marketing consultancy TFO to work with them on their marketing. TFO then approached Zebra to help develop the blueprint for the new brand.
Zebra needed to avoid the more conventional approach that the competitors were using. The client wanted the brand to feel premium and international but without projecting a “mass” look. Zebra presented a list of possible names and the client really liked the unique and unusual sounding ‘Modajar’, the term ‘moda’ being fashion-based, referring to vogue or style. After developing the brand’s persona and values we then started work on the brand identity.
Zebra knew that Modajar was to feature emerging and independent designers starting to make a mark in the fashion industry. The freedom they use in expressing themselves through their clothing designs in turn inspired us with the identity. Zebra integrated this concept of freedom and creatively “spreading your wings” into the logo by way of the bird symbol. Zebra felt this device within the logo along with the wider visual style perfectly encapsulated the essence of the Modajar brand.