In short
Rough Riders isn’t your typical fashion brand. Founded by two young entrepreneurial women in Ghent, it blends high-end fashion with a rebellious streak. Supermachine created a striking brand identity that reflects their clean yet rock-and-roll vibe, from a fresh logo to bold merchandise.
The challenge
How do you create a brand identity that balances high-end sophistication with a rebellious edge? Rough Riders needed visuals that stood out while staying true to their non-conformist roots.
The insight
Contrasts define Rough Riders: wild but neat, clean but rock-and-roll. We embraced these opposites to design an identity that’s as dynamic and bold as the brand itself.
The outcome
A brand identity that turned heads. Rough Riders’ clean yet rebellious aesthetic was brought to life across logos, clothing labels, tote bags, t-shirts, and magazines.
