Goofs Visual identity

Goofs is a new fashion brand by Montreal based Fashion Designer Jade Simard-Lemaire. Goofs creates sustainable clothing by making new creations out of second hand clothes. Surprising combinations and fresh new looks are the result.
For Goofs, I have been responsible for the visual identity. The logo created for Goofs is all about goofiness, looks and variation. The eye can transform for every possible occasion since eyes can express anything.