Kevin Lu is an art director
and graphic designer
based in New York City.

© 2021
— The rebranding of a contemporary menswear retailer.

Machus︎ is a family-owned contemporary menswear retailer located in the Lower East Burnside District of Portland, Oregon. The store carries a wide selection of high-end streetwear and menswear, as well as an in-house line of apparel and accessories.
            For this project, I worked directly with the Machus team to create a rebranding of their identity developed over seven years ago.

Machus is a store that celebrates the designers and artists that they believe are the most compelling in the market. This means they don’t want to only focus their attention on just working with the largest brands in the industry. Instead, they focus on upcoming and emerging designers, because it allows them to connect with the products on a personal level and hear the stories behind what they carry in the store. By doing so, they have curated a selection that is both unique and exciting.
            For the brand identity, it only made sense to create something that reflects those same values. The goal was to tell their same story, but revitalize it with a new contemporary look, suited to their attitude and personality.

*To view the entire brand guidelines, please click here.