DNM GEN is a sustainable denim brand that reinvents this iconic material through upcycling and innovation. Each piece reflects a responsible and contemporary vision of fashion, blending style with ethics. For this project, I designed a bold and cohesive visual identity. A modern, impactful typeface conveys the strength of denim while highlighting its timelessness. The minimalist color palette showcases the recycled fabric. Lastly, the clean, dynamic lookbook enhances each piece by telling its story and highlighting its unique character.