WNGSPN is an apparel label that transforms fictional fantasies into physical expressions. Taking inspiration from romance and fantasy books, the brand leverages tongue-in-cheek communications and a 'if you know, you know' attitude.

As with any start-up, building a professional brand that resonates with the target market is at the core of the project. As the Romantasy book genre continues to gain popularity, it was also important for the brand visuals to feel distinct and not lean into any ‘established tropes’. The final identity needed to feel polished and luxe while also balancing the (sometimes) NSFW nature of the content.

At the core of the brand is a rich, mostly monochromatic colour palette that feels sensual, mysterious and perfectly allows for subtle colour combinations. It’s accompanied by an elegant logotype and a wing icon rendered in a minimalist monoline style that firmly elevates the brand (and avoids association with the stereotypical gothic/ dark romance aesthetic). Small calligraphy and book formatting illustrations are used as garnishes across the brand and work to amplify the romantic typecrafting seen across collateral and initial product designs. Extensive back-end organisation of the Shopify website allows the browser to shop by trope or author (with extensive filtering available) which will be even more important once the brand launches additional product lines.

Shop WNGSPN here.