POLO SUD is a lifestyle store and clothing brand. A playful and joyful brand with the drive to seek positive change in the world. The development of POLO SUD needed to reflect its place of origin, Puglia, as well as a conscious, authentic and rebellious brand personality. All characteristics that embody the products, services, various programs and the overall ambition of the brand. We defined these attributes into a clear brand strategy and then crafted them out into a quirky logo and series patterns and design elements to be used in-store, online in packaging and as a print for clothing.