WHO&REBA
Narratives in Fabric
PROJECT TYPE
Brand Development
FORMAT
Logo, storytelling, creative direction
TIMELINE
2024
ROLE
Creative Director, Collaborator
DISCIPLINES
Branding, Art Direction, Illustration Guidance
CHALLENGE
WHO&REBA set out to create a T-shirt line where illustration is not just aesthetic, but storytelling. The challenge was to define the tone of voice for the logo and the prints — shaping what they should communicate as cultural expressions of joy, funk, and identity. It was a collaboration with an illustrator, steering the brand narrative, ensuring the work was conceptually strong and visually cohesive.
IDEA
At the heart of the first collection is a surreal protagonist duo whose energy embodies WHO&REBA’s voice: unapologetic, playful, and joyfully eccentric. The statement is simple but bold — style, humour, and companionship as acts of freedom. By combining surreal forms with playful phrases like “Groovy hips, thirsty lips,” the T-shirts speak to living authentically and indulging in the small pleasures of life, without concern for outside judgement.
EXECUTION
Directed the conceptual framework for the protagonist duo, guiding the illustrator to capture their tone and energy.
Defined the narrative voice of the prints: bold, funky, and free-spirited.
Balanced humour and surrealism so the designs read as stories in fabric, not just images.
Collaborated with the illustrator on the creation of the logo, providing direction on tone, style, and cohesion with the broader illustrated world.
Ensured alignment between logo, illustration, and storytelling so the brand presented itself with a clear and consistent voice.
IMPACT
Established WHO&REBA’s foundation with both a visual voice (through illustration) and a brand mark (through directed logo design).
Transformed the T-shirts into cultural expressions of authenticity and joy, wearable reminders of self-expression and simple pleasures.
Positioned WHO&REBA as more than a fashion label: a playful universe of voice, character, and design language.
CULTURAL RESONANCE
“Stories woven in fabric — boldly alive.”
WHO&REBA turned illustrated T-shirts into a world of their own. By giving the prints a voice and personality, the brand became more than a product line — it became a playground for character, humour, and funk. This approach helped the collection stand out in fashion and illustration communities, where people connected with the idea of “stories you can wear.”
