[Work in progress] Five AM is a new clothings brand from New York and I'm designing the visual identity in collaboration with Leonardo Angelucci.
Concept: 05:00 am is a specific time of the day, that will repeat itself every 24 hours. But, like every single days in our life, everytime that it will repeat itself isn't the same. The concept of the logo and the visual identity is based on the repetition. A repetition that wouldn't never be the same: sometimes similar, sometimes completely different.