a (FRND) of Mine Brand Identity
- Description
a (FRND) of Mine is a Dubai streetwear label that sells friendship as a material. WOBL built the identity around a parenthesis with a replaceable center, so the mark changes contents per collection while the brackets stay fixed. Five logo lockups, six parenthesis variations, packaging that reads like a care label for a friend, and a Shopify store now trade together at afrndofmine.com, under collections named BASIC, SEASONAL, UAE, and (FRND) COLLABS.
- Category
- Graphic Design
- Tools
-
Adobe Illustrator 
Adobe Photoshop 
Figma
Project brief
01 What a (FRND) of Mine Brand Identity needed
Streetwear shelves overflow with brands shouting one note. The label needed a system that could change per drop without losing recognition, carry a voice that treats garments like relationships, and convert on Shopify for a market that shops across two languages. The previous identity had run its course, and the rebrand had to signal growth rather than novelty.
02 How the studio approached it
The parenthesis became the brand's container: the word inside the brackets swaps per collection or collaboration, while six drawn bracket variations carry the values Iconic, Bold, Quirky, Authentic, Edgy, and Effortless. Manrope and Space Mono set a voice that reads like a spec sheet for a friend. Packaging copy seals it: Handle w/ Kind, 100% Genuine Connection, No expiration, Just nurture.
03 What came out of it
The store trades at afrndofmine.com behind an 18+ gate, with knits, tracksuits, and distressed tees priced from DHS 165 to DHS 470, and a UAE capsule in Arabic beside the core line. Brand Guidelines hand the system to the label's team, and seven collateral types carry the identity from hang tag to shopping bag.
