Brand identity design for Déficeler, a high-end ready-to-wear brand that deconstructs the culture of ethnic minorities in Southwest China. Its name, Déficeler, means “to untie the string” in French, which directly refers to tie-dying, a traditional Chinese handicraft. The main idea running through the brand identity, is (quite literally) thread. The brand has strong ties to Chinese Miao culture; a minority in China, located in its Southwestern region.The logo and the numbers are designed as the font has a thin, handwritten look that emulates the look of sewn in thread. Moreover, various elements of the design include thread. The traditional Miao image is sewn directly onto the bag by hand, which hangs down naturally. In the lookbook, the concept of untying and tying is visualized by using black thread as the binding. From the lookbook, the thread is intentionally kept long, so it can wrap around the book. Different shapes are incorporated into the identity which is inspired by accessories worn by Miao people. The clothing tags come in four designs, each with a different graphic shape that can be popped out of the label, not only in keeping with the identity as a whole, but adding a physical element for the consumer to interact with. The minimalist branding aims to reinvigorate genuine interest in historic patterns, textiles and clothing, as opposed to using them as “commercial selling points”. And what is more interesting is that the client (brand owner) also inspired by the visual identity and the logo design, to use the patterns of different lines in one of the clothing, which is very inspiring.