VAABS
The architects of living.
Sectors: Fashion, E-commerce
Services:
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Competitor analysis, proposition, values, narrative & brand architecture.
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Visual identity; logo, typeface, graphic style & more. Verbal identity; tone of voice, brand tags.
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Copywriting, photography, art direction, web design, brand collateral, social media design, campaign design, product design.
Understanding The Brief
The seed of Unfound culture, vaabs is where our love of brand, minimal lifestyle and creative community combines. The Unfounders set about creating considered, minimal lifestyle products that fit the way we live our life — to understand how style, values and outlook translates into brand.
We set our own brief to create a platform that could tell more authentic stories in the fashion industry and put the people who wear vaabs clothes at the centre of the narrative.
Finding The Unfound
With a guiding ethos of ‘your story, our vibe’, we invited our audiences in on the journey of our brand. We understand how high-value, ethically motivated and creative consumers think, because we are them.
And as vaabs is a direct reflection of young creative lifestyles, we had to create something more than a t-shirt company. We developed and crafted authentic lifestyle pieces that people can connect with. This meant inviting creatives to be part of the brand, whether directly through collaborations or being part of the community by sharing their own aesthetic.
Under The Surface
Location has a strong importance to the vaabs story. From its roots in South Africa, the London coffee shop scene, or the homes our products find themselves in — documentation of place features heavily in the brand. Consciously communicating product origins (be it cotton or coffee) or journal entries which show an intrinsic link to place, opening the door for anyone to connect with the brand, wherever they are, whatever their story.
Through this heightened consideration of product, we have built a brand that supports ‘the architects of living’ idea. This enables people to take centre stage and live the lifestyle they want to — with minimal products that enable them to express who they really are.
To continue telling the vaabs story, we create, produce and share social first campaigns:
summer in the city (SS‘23)
it’s a culture this thing (SS‘24)
Unearthing Value
32k+
Yearly web visits.
17+
Countries shipped to.
20k
Social impressions a month.
“Co-founded by the same people as Unfound Studio, vaabs is a way for us learn the ins and out of business while understanding the day to day challenges brands face when communicating their message - vaabs helps us to help you, and your customers.”
-Tebo & Jay, founders of vaabs and Unfound Studio.
