Warm stuff for warm people

Amiss Conception

Scope

Brand Identity
Collateral Design
Content Production

Brief

Amiss Conception, a unisex contemporary knitwear brand made in Italy, approached UMBRELLA to bring their founder's irreverent creative vision to life. With a personality-driven approach, the goal was to develop a brand identity that resonates with people who value luxury but also want a playful departure from legacy cashmere brands.

Result

UMBRELLA's collaboration with Amiss Conception resulted in a unique brand identity that captured the essence of the founder's creative spark. Guided by the ethos of 'Warm Stuff for Warm People,' UMBRELLA developed brand messaging and tone that celebrated individuality. The visually striking photo and video campaign emphasized self-expression and playfulness, creating a strong first impression.

Logo

The logo was designed to reflect the brand’s bold, irreverent spirit while maintaining a sense of refined minimalism in line with its brand strategy. The oversized underscore between “Amiss” and “Conception” speaks to the brand’s ethos of defying expectations—inviting the viewer to pause, question, and reframe traditional narratives around knitwear. The stark, modern typeface paired with the visual interruption becomes a subtle nod to the brand’s tension between playfulness and sophistication—disrupting the quiet codes of luxury with a wink.

Subheading These assets informed the entire visual identity of the brand, and were deployed seamlessly across all marketing collateral for both print and digital mediums.