Brand Case
E-commerce Platform (Fashion Brand)
Project specifications
Timeline: 2023
Duration: 3 months
Role: Founder & Product Designer
Project Type: E-commerce Platform (Streetwear)
Company stage: Early-stage startup focused on B2C (digital sale)
Approximate reading time: 15 min
Project Overview / Summary
My Role & Responsibilities
As founder and product/brand lead, I was responsible for the end-to-end creation of the brand:
Brand & Identity
•Definition of brand purpose, values, mission, and vision
•Creation of full visual identity system (logo, symbols, color palette, graphic language)
•Development of brand storytelling and positioning
•Creation of brand guidelines and launch brandbook
Digital Product & Ecosystem
•Design and launch of the Shopify-based eCommerce platform
•SEO optimization to improve organic visibility
•Creation of professional social media presence
•Development of content strategy and audiovisual brand assets
Business & Operations
•Supplier sourcing and production coordination
•Cost structure and operational setup
•Marketing and campaign planning
•Market and competitor analysis within the urban fashion segment
Context
LASUBLIME was a two-year entrepreneurial venture where I acted as founder, product lead, brand designer, and business operator.
The project focused on creating a purpose-driven urban clothing brand for a young audience seeking more than just aesthetics — a brand built around identity, meaning, and personal values.
The goal was to compete in a highly saturated and competitive streetwear market by differentiating through brand narrative, visual identity, and emotional connection, rather than price or trend-driven design alone.
Beyond design, I led the creation of the full digital and operational ecosystem, including eCommerce, marketing, and brand positioning.d technical execution, with a strong focus on scalability, brand consistency, and funnel optimization.
Brand book design - Presentation of the first collection
Problem Statement
In a market dominated by strong, established streetwear brands, emerging labels struggle to gain visibility, trust, and emotional relevance.
Young consumers are not only looking for quality and style — they seek brands that represent values, identity, and belonging. However, many new brands fail to articulate a clear purpose and consistent brand experience across touchpoints.
Objective
To build a distinctive urban brand that:
•Communicates a strong identity and purpose
•Creates emotional connection with a young, value-driven audience
•Competes in a saturated market through brand meaning, not just design
•Establishes a scalable digital and operational foundation for growth
This persona reflects a purpose-driven, culture-oriented user segment — validating LASUBLIME’s positioning as a brand built on identity, storytelling, and long-term emotional connection rather than short-term trend cycles.
Strategy & Differentiation
LASUBLIME was positioned around the concept of “being sublime” — striving for excellence, authenticity, and personal growth.
The brand was designed to act not only as a clothing label, but as a symbol of mindset and identity, where fashion became a medium to express values and personal standards.
Beyond the initial streetwear positioning, the long-term strategy aimed to progressively elevate the brand towards the premium and luxury segment, generating perceived value through a strong narrative and symbolic branding, high visual and experiential consistency, selective positioning instead of mass market exposure, and an emphasis on meaning, craftsmanship, and identity over fast fashion trends.
Key strategic pillars:
• Purpose-driven branding instead of trend-only design
• Emotional storytelling as a differentiation lever
• Consistent, premium brand experience across all touchpoints
• Direct-to-consumer eCommerce as a foundation for scalability
• Long-term transition toward premium / luxury positioning
• Future physical presence as experiential brand hubs
The brand successfully launched and operated for over a year, validating market interest and building a recognizable identity within a competitive space.
However, due to a trademark conflict with an established French brand operating under a similar name, combined with increasing operational costs, the project was forced to discontinue.
While the brand did not continue, the experience provided deep, real-world learning across:
•Brand strategy and positioning
•Digital product setup and optimization
•Marketing and growth challenges
•Supplier negotiation and operations
•Legal, trademark, and business risk management
Market & Competitive Analysis
To establish a solid positioning within the streetwear market, we conducted a structured analysis of the most influential brands in the region.
The goal was to identify key trends, visual languages, and behavioral patterns shaping the category, while maintaining a clear distinction between inspiration and imitation. This research helped inform strategic decisions around product direction, branding, and positioning — without compromising the brand’s core principle of authenticity.
By understanding how leading brands communicated, engaged their communities, and positioned their value propositions, we were able to define clearer objectives and differentiate LASUBLIME through purpose-driven storytelling rather than trend replication.
This approach ensured that strategic direction was informed by market reality while preserving the brand’s unique identity and long-term vision.
Design Validation & Product Selection
To validate which products to launch in the first collection, I created a curated catalog of over 12 design concepts and tested them with potential users within our target audience.
These concepts were evaluated through a structured questionnaire to measure preferences, perceived value, and emotional resonance. This allowed us to identify the designs and product models with the highest acceptance before committing to production.
This validation step helped reduce product risk, align the initial collection with real user demand, and ensure that the first production run was informed by user feedback rather than assumptions.
Versión más corta (si quieres más escaneable)
Before production, I validated the first collection by testing over 12 design concepts with potential users through structured questionnaires. This helped identify the most relevant designs and reduce risk by aligning product decisions with real audience preferences.
Tour of visual pieces
To support user acquisition and brand awareness, I created a range of visual assets and developed selected audiovisual projects to strengthen campaign performance and storytelling.
Cover Design
We also leveraged visual platforms such as Pinterest to publish curated visual content designed to attract organic traffic and expand brand awareness.
cover for the brand's blog
As part of our positioning strategy and user acquisition efforts, we leveraged the blog to publish content related to the fashion industry, highlighting emerging artists and influential personalities to attract and engage our target audience.
“The success of a brand lies in its authenticity, its ability to connect with its audience, and its capacity to build a community that shares and defends the same values.”
Branded elements
• Patches
• Decorative elements (textiles)
• Stickers
Brand sticker design
Stickers were included as complimentary brand touchpoints with every order, reinforcing brand identity and extending the experience beyond the product itself.
Brand symbol
The scarab symbol was designed as a core brand element, inspired by ancient Egyptian symbolism associated with rebirth and transformation. It represented the brand’s values of growth, renewal, and continuous self-improvement, reinforcing the conceptual foundation of LASUBLIME.
Customer Experience & Unboxing Design
To enhance the overall customer experience, I focused on designing a thoughtful and consistent unboxing journey.
Beyond product quality, the goal was to ensure that customers experienced the brand’s values through every physical touchpoint. This included custom packaging, branded elements, and complementary materials such as personalized tissue paper used to wrap each garment.
By designing the unboxing experience as part of the product ecosystem, we reinforced perceived value, strengthened emotional connection with the brand, and ensured that the first physical interaction with LASUBLIME reflected the same level of care, detail, and quality communicated through the digital and brand experience.
Packaging design
Thoughtful packaging design increases perceived product value and reinforces brand experience — turning delivery into a meaningful first physical touchpoint.
Unboxing
It wasn't just about a good presentation, but about guaranteeing a brand experience
Products launched by the brand
Logo in box version
Secondary version of the logo for better adaptability
Textile patch
Used to identify pieces created from the first collection
Outcome & Learnings
The brand successfully launched and operated for over a year, validating market interest and building a recognizable identity within a competitive space.
However, due to a trademark conflict with an established French brand operating under a similar name, combined with increasing operational costs, the project was forced to discontinue.
While the brand did not continue, the experience provided deep, real-world learning across:
Brand strategy and positioning
Digital product setup and optimization
Marketing and growth challenges
Supplier negotiation and operations
Legal, trademark, and business risk management