Graphic

Darkroom is a progressive online concept store branded by The Bakery. Darkroom’s brand identity is inspired by counter culture, music, and the dark side of human nature. As the name implies, the brand is targeted toward those looking to manifest their inner self through a certain aesthetic of dark urban fashion. The shop caters to thoughtful, fashion-conscious customers who seek to set themselves apart from the uniformity and homogeneity found in mass production.

The colour palette of vibrant red and black creates an intense, dark aesthetic which also fittingly reflects the appearance of a darkroom. Extra wide typography is used throughout the collateral and web design, which is inspired by the type found on film rolls. The visuals include photography with real darkroom lighting, film-development artefacts, and gradients, developing a cohesive look and feel for the brand.