Sydney, AU

Capsule WD

Everywear, Everywhere

Capsule WD isn’t just a fashion brand – it’s a tried and tested formula for building a foolproof wardrobe. In an industry that hasn’t seen true innovation in decades, Capsule WD is pioneering a new model of slow and intentional fashion consumption by selling complete, considered collections. Alongside founder Ash Raso, we developed a brand identity that truly reflects her vision to create a brand of influence and good chemistry.

Scope

  • Brand Identity
  • Print + Digital Design
  • Strategy
  • Website

The Soundtrack

The creative direction of the brand draws heavily on the concept of fashion as a formula, blending scientific cues with capsule street style. We translated this into a design system that feels clean, confident, and intentional. From logo to layout, every element is engineered to feel wearable, refined, and quietly iconic.

A monochrome palette sets the tone – versatile, understated, and ready to layer. It acts as a visual metaphor for the capsule wardrobe itself: foundational, elevated, and impossible to get wrong. Type choices are deliberately self-assured, with sophisticated sans, mono numerics, and cool grotesques that create space for edge and clarity in equal measure. The hierarchy is considered and experimental, delivering visual rhythm and confidence across every touchpoint.

Subtle chrome accents and moments of high gloss are contrasted against iconic matte finishes to bring a tactile, scientific edge to the brand’s packaging. Photography captures a duality of moods: metropolitan minimalism meets off-duty muse. Think flash-heavy street scenes, studio stills, sharp shadows, and editorial angles that radiate quiet power.

This is a brand designed to influence and reformulate. From art direction to tone of voice, every asset contributes to a larger narrative: this is the formula for a foolproof wardrobe.

Implementing a brand system that is timeless, modular, and unmistakably cool – Capsule WD is built to scale and built to last.

Collaborators

 

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