Projets / Rack Evasion
New brand identity and new space for Rack Evasion boutique
After years on Laurier Street in Montréal, Rack Evasion is turning the page to begin an even more exciting chapter. In spring 2025, a modern, reimagined location opened in Québec City, the first in a series to come.
The opening of the new boutique provided an opportunity to create a renewed brand identity, conceived as a cohesive whole.
Typography, color palette, and graphic language were developed by our team to reflect the brand’s universe, then applied consistently across in-store signage and the website.
This integrated approach ensures a strong, recognizable experience, from the physical space to the digital presence.
The icon is derived from the letter k in the logo, preserving a consistent visual language and ensuring brand continuity. Only the right-hand portion of the letter was retained and rotated 180 degrees, creating a sense of movement and forward momentum.
The angles and stroke weights were then refined to achieve an abstract yet recognizable bird-like emblem, both clean and distinctive.
The icon thus becomes a true ambassador of freedom, adventure, and escape.