Proper Dirty

Proper Dirty · Brand Identity

The brand identity for Proper Dirty, developed by graphic design studio AND ASSOCIATES, centers on a minimalist and raw visual language. The project blends clean, editorial typography with candid, documentary-style photography by Rendell Catbagan, capturing a tactile and understated aesthetic. Through a combination of grainy, analogue-inspired film photography and sharp, clean layouts, the identity balances lifestyle elements with functional product design. The application spans across apparel tagging, e-commerce interface design, and landscape portraiture, maintaining a consistent focus on natural light and minimalist composition.