SBS

Project
Overview

Role: Graphic Designer
Tools: (Adobe Illustrator, After effects, Photoshop)
Timeline: 3 weeks
Year: 2023

S.B.S Based in Vancouver, S.B.S is a fresh and fearless clothing brand made for the middle class partygoer. Designed for 20- to 30-year-olds who just want to have a good time, S.B.S stands for effortless style and carefree vibes. Life’s too short to stress — and S.B.S is here to prove that fashion doesn't have to be fancy to be fun. Easy to wear, easy to enjoy, and always ready for a good time.
For this collection, I created custom graphics for S.B.S, a casual streetwear brand based in Vancouver that celebrates freedom, fun, and not taking life too seriously. The designs were intended for partygoers—people who want to dress casually, feel expressive, and look effortlessly cool.

I have designed three logos for the brand:
Primary Logo
This is a typographic logo that directly uses the font "Gyst Variable" and represents the brand in written.
Secondary LogoThis is a graphic logo created using the brand’s initials: S, B, S. It appears most frequently across various design elements such as clothing items, business cards, shopping bags, and clothing boxes. This logo forms a key part of the brand’s identity. Its design incorporates curved shapes that symbolize dance, which reflects the brand’s target audience: party-goers.
Submark
This version is specifically designed for packaging purposes.

Since the design focuses on emphasizing wavy lines and the main structure, a wide range of colors has not been used. Apart from black, only three colors : #FABFB7, #FDD7BB and #FABFB7‍have been used sparingly, mainly as small accents or spots of color. The use of these colors is minimal and only intended to subtly highlight certain parts without distracting from the overall form.

Gyst Variable brings a modern, expressive edge with its fluid curves and dynamic variability. Its distinctive character makes it ideal for logos, headlines, and impactful branding elements — giving SBS a bold, fashion-forward identity.
Noto Sans, on the other hand, offers a clean, neutral sans-serif style that ensures excellent readability across digital and print platforms. As the secondary font, it's perfect for body text, product details, or any informational content, supporting the visual identity without overpowering it.Together, Gyst and Noto Sans create a strong typographic system that feels contemporary, stylish, and versatile — just like the SBS brand itself.