Nichtdeintyp Case Study | Streetwear Brand Building

Project Overview

At a Glance

Industry

Fashion & Streetwear

Timeline

4 Years

Team Size

20+

Budget Range

€50,000 / Year

Challenge

Not Your Type is an emerging fashion brand from Germany - urban, hip-hop inspired, with attitude. The brand was in its early stages and needed everything: visual identity, merchandise design, social media presence.

The Challenge: Building a brand that's credible in the streetwear scene and stands out from the competition. The target audience doesn't forgive mistakes – those who aren't authentic get ignored.

Limited budget, high ambition, strict requirements for visual quality.

Solution

We helped develop the brand from the ground up. Not as an external agency, but as an extended team.

The branding: Visually strong, minimalist, with a clear stance. No overloaded design, just statements. A visual language that works in the scene and stands out on social media.

The merchandise design: prints, cuts, details – all aligned with the brand identity. Products that people want to wear.

The social media strategy: Content that matches the target audience. Authentic, direct, without trying to be someone you're not. Building a community instead of just focusing on reach.

Our Strategy

Step by step from concept to implementation

1

Brand Foundation & Identity

(6 Weeks)

Development of brand identity from the ground up: positioning within the streetwear scene, definition of brand attitude and tonality. Creation of a visually strong, reduced design system with a clear stance. Authenticity and credibility within the hip-hop community as core focus.

2

Visual Design & Merchandise

(8 Weeks)

Development of the complete product line: print designs, cuts, and details aligned with brand identity. No overloaded designs, but clear statements. Creation of lookbooks and product visuals for social media. Quality and wearability as priority despite limited budget.

3

Social Media Strategy & Content Production

(4 Weeks)

Development of an authentic social media strategy for the target audience. Content production: photography, video, and storytelling that resonates within the scene. Direct, unfiltered communication without artificial high-gloss aesthetics. Platform-specific content formats for Instagram, TikTok, and YouTube.

4

Community Building & Launch

(Ongoing)

Building an engaged community rather than chasing pure reach. Launch campaign focusing on scene multipliers and genuine brand advocates. Continuous content production and community management. Organic growth through authenticity and consistent brand attitude.

1