Wknd Nation branding by ROOK/NYC

Wknd Nation, started by stylist Sofia Karvela and fashion industry veteran Phuong Ireland, is a casual loungewear clothing line designed with comfort to make you feel good. 

Founders approached Independent Full-Service Creative Agency, ROOK/NYC, to talk branding for their (at the time) soon-to-launch brand; they knew the branding would need to reflect the Founder's shared effortlessly cool vibe, in staying aligned with their values, should be aspirational but still feel relatable and real. The Founders didn't want to create a brand that felt too high-polished or pristine, so the team at ROOK/NYC needed to cultivate an edge of imperfection. 

Design Process

ROOK/NYC set out to build a layered identity that would allow the Wknd Nation team the flexibility and confidence to experiment and play with every element of the Brand ID. The team, led by Creative Partner and Lead Designer, Mark Christou, wanted to design a system of elements, beyond just a logo and monogram, that could become as iconic as the heritage fashion brands we see today. The WN stitch mark, for example, is not just a stamp but a branded integration that works as beautifully on the clothing as it does within branded collateral. 

“We were looking to create something unexpected for a fashion brand, not just do the traditional, minimalist thing...we wanted to rock the system. ROOK delivered on a brand identity that's completely differentiated from anything else on the market— bold, colorful and fun, but still aspirational and chic.” — Sofia Karvela, Co-Founder & Creative Director



  • Agency Project Team - 
  • Creative Partner, Mark Christou
  • Managing Partner, Rebecca Thomas Christou
  • Designer, Mark Christou
  •             Copywriter, Susan Locht
  • External Credits - Photography Credit: Tony Pierre
  • Design Deliverables - Brand Identity / Packaging Design / Tone of Voice / Copywriting / Digital Design 
  • Project Keywords - Fashion, Design, Branding, Brand Identity, Packaging Design, Digital Design, DTC, Naming, Tone Of Voice, Copywriting, Typography, Logo, Wknd Nation
  • Agency  - ROOK/NYC
  • Agency location - New York,  NY
  • Product Market Country - US
  • Product Market Region - North America
  • Category - Fashion
  • Application - Brand Identity / Packaging / Merchandising / Website / Social Media / Brand Guidelines / Print Stationery / Apparel / Digital Design


ROOK/NYC is an independent, full-service creative agency based in New York City that specializes in branding, packaging design and creative production. We develop and deploy impactful, actionable creative solutions to build awareness, drive consumption and impact culture through collaborative partnership with our clients.

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