This project presented a distinctive challenge compared to my previous involvements with various fashion brands. The task of branding men's fashion brought forth unique demands that didn't always align with conventional industry norms. The client's vision emphasized an elegant yet versatile brand for day-to-day wear that could be effortlessly mixed and matched.

The initial hurdle involved crafting a name, and I opted for "ESH," derived from Elad Shushan. I believed that a brief and memorable name would enhance recognition. The visual concept aimed for a natural, easygoing, and stylish men's wear, reflected in the chosen color palette inspired by the serene hues of the sky and the earthy tones of dry weeds fields. This approach aimed to create a natural and flowing aesthetic for the brand.