Club Maxine was born following the necessary culture of reuse, as a project that seeks to create unique or limited-edition garments from recycled textiles. Additionally, it holds different events like workshops.

The first phase of the project consisted of generating a mood board with visual references ranging from old illustrations and textile patterns to posters from the 60s, to create a concept that would take us back to the essential, to the time when brands did not require so much decoration and were limited to simple typographic compositions in serifs or script.

We created a logo from an amalgam of characters with and without serifs, even italics, which communicate the feeling of “handmade” and harmonize perfectly with each other, achieving the function of being recognizable as an emblem. We complemented the identity with an animal character called Baba-Moon, which represents the restless and fun spirit of the brand, as well as a floral design inspired by Japanese motifs for multiple uses.