Life in General: A Menswear Concept Identity

ALDO Group

Life in General was a branding and concept development initiative for a potential private-label menswear line by ALDO Product Services. The identity was crafted for a pitch presentation aimed at future retail partners. The visual direction reflects a conservative yet fashionable man—modern, understated, and confident. At the heart of the identity is an emblem inspired by interlacing shoelaces, a subtle nod to the brand's footwear roots. This mark, along with the supporting design system, positions the brand as versatile, thoughtful, and grounded in everyday functionality.