Not So Common
is a Philippine clothing brand created to help people discover and celebrate their individuality.
We grow up thinking and being told that any behavior straying from the norm is “weird” and unacceptable. Not So Common disagrees with that notion, believing that it’s the little peculiarities that make you, you.
The brand embraces absurdity and silliness. To express this, I use whimsical designs and bold, vibrant colors throughout the branding. A smiling face also serves to welcome the viewer and reflect the positivity of the brand. The mark is like a badge of honor, encouraging the viewer to proudly be their eccentric self.
To promote the release of the first batch of merchandise, we came up with the theme of awkward yearbook photos, which reflected the fun and silly nature of the brand.
We also wanted to suggest that being called something negative, e.g. a “dweeb,” for one’s weirdness should be met with a sense of honor rather than offense. After all, Not So Common believes that one should take pride in one’s strange self.
