Bad Apple was never going to fit into the typical Indian fashion market. And that was the point.We grounded the entire brand strategy in the underdog spirit—the ones who were never picked first, never handed the map, but always found their way. This wasn’t rebellion for the sake of it. It was defiance rooted in truth.The brand needed to feel young, sharp, and deliberate in its disorder. From tone of voice to visuals, every decision was made to speak directly to India’s Gen Z—especially those seeking something raw, something real.This was youth fashion branding that chose chaos on purpose.

Streetwear brands are visual cultures. And Bad Apple was no exception. But this identity had to rot a little—to feel lived-in, scratched-up, drawn over, and thrown around. We leaned into it.The logo refused symmetry, with a tilted apple that mocked perfection.
The color palette drew from rebellion—Poison Ink, Red Apple, Parchment, Green Apple, Forbidden Land.
The typography system used the Rubik font family in stretched, glitched, and mono forms. No headline looked clean, and that was by design.We created citizenship stamps for the “Republic of Bad Apple.”
Merchandise tags became manifestos.
Even the white space felt like it was about to snap.This was brand identity design for a streetwear label in India that didn’t just want to look cool. It wanted to look disruptive.

Good brands communicate.
Bad Apple provoked.Studio Sorted crafted a tone of voice that sounded like the friend who roasts you but always has your back. Sharp, cocky, and weirdly comforting.

This wasn’t just copywriting—it was cultural code.
Lines like “Take the bite,” “Deadass Killing,” and “You are now a citizen of Bad Apple” became part of the brand’s signature vocabulary.

The voice didn’t try to explain the brand.
It was the brand.If you're searching for examples of brand voice design for Indian fashion brands, this is it. Bad Apple became instantly recognizable by how it spoke—even before you saw what it wore.

Every product had to feel like an event. Not a launch, but a disturbance.
We created systems where the packaging told a story before the product was even seen.

Pizza boxes were used to deliver tees.
Fridge magnets were used to announce drops.
T-shirt tags were stylised as declarations from a rogue nation.

From streetwear merchandise tag design to experimental product drops, everything was on-brand and off-script.

Because good packaging informs.
Bad Apple packaging interrupts.

Streetwear brands live online.
So we built a digital content system to match the real-world energy of Bad Apple.
Using unique formats like:
‍Apple Windows: surreal product shots framed within the brand’s apple icon
‍Chaos Carousels: layered collages that teased collections in a disorderly scroll
‍Citizen Features: customers became characters in the brand’s story

We handed over not just assets, but a flexible social media system for Bad Apple to run with.
A system built for lo-fi disruption, built to let the voice breathe.This wasn’t just another fashion feed. It felt like a coded language only insiders understood.