Mauvais Choix is a conscious lifestyle clothing brand made in Montreal. Named from the word “bad choice” in french. The purpose of the brand is to evoke the imperfection of humans. It is okay to be imperfect. In today’s society, they judge people by their past and mistakes. At Mauvais Choix, we don’t!
With Mistakes We Learn. With Mistakes We Inspire.
I crafted a harmonious brand identity that merges a luxurious feel and simplicity. The use of negative space and cut edges evoke exclusivity and trust. How can we identify the brand beyond its logo and colours? The usage of half portrait photography conveys intimacy and confidentiality that will help differentiate the brand among its competition.
Anyone is welcome to model at Mauvais Choix. The Shy, The Confident, and The Imperfect.
Be Imperfect. Be You!