JAQE (Jake) is a feminine clothing brand based in Birmingham, England. Founded in 2021, the brand looks to create a community of women in love with oversized corporate wear. They aim to instill a sense of fashion into corporate affairs by creating a family that invokes the sexy life of corporate women with the vision of giving women an opportunity to feel unique, comfortable, and confident.

Working as a team, we crafted the name of the brand from the word Jake (mostly attributed to a male gender) by substituting the letter “K” with “Q” which represents Queen (a unique woman with the confidence to rule). We moved forward to create a bold and dynamic identity system. A system that includes a bold round-edged logotype that accommodates the feminine and corporate personality of the brand, a clean and corporate san-serif typeface (Axiforma), a reoccurring spongy-like sphere creating the spark of a playful personality, and dynamic colors with a gentle and calm tone instills a unique and comfortable feeling to the imagery and design system.