Year
2025
Client
self
Category
Branding
Product Duration
Born in 2022 — Reimagined in 2025.
Anti-Cliché is a conceptual branding project born out of frustration with the repetitive and predictable nature of modern visual identities. In a sea of trend-driven design, it aims to carve its own lane by defying safe aesthetics and embracing contrast, disruption, and attitude. This project doesn't follow the rules — it questions why the rules exist in the first place.
Built on tension and imbalance, the visual system pairs intentionally chaotic layouts with bold typography and unapologetic compositions. Color palettes clash on purpose. Grids are broken with care. Every design decision serves the greater idea of resisting the generic and pushing the viewer out of their comfort zone — without sacrificing structure.
At its core, Anti-Cliché is a rebellion. It’s not just a visual style — it’s a point of view. It represents a refusal to blend in, a challenge to uniformity, and a call for creative honesty. This branding concept is for those who don’t want to look like “the rest,” but who still value thoughtful, high-impact design.
Rather than seeking to shock, Anti-Cliché invites a new way of thinking about visual identity. It suggests that branding doesn’t always have to be polished to feel professional, or minimal to be meaningful. By embracing intentional imperfection and expressive design choices, the project opens space for brands to be more human, more real, and more memorable. Originality here isn’t loud — it’s honest.
