Explore Nice Try, an apparel brand by Sasha Denisova, that masters ambiguity through its unique branding and an innovative variable typeface.

Hey, fellow design enthusiasts! Let's talk about something truly unique that's been making waves: Sasha Denisova's "Nice Try" brand. This isn't just about clothing; it's a deep dive into branding, visual identity, and typography that challenges conventions.

"Nice Try" is an apparel brand built on ambiguity. It’s a nod to the "almosts," the "legally gray," and the "fine print of reality" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). Each piece, from long-sleeved shirts to tote bags, celebrates imperfection. It’s a design language built around the idea of "good enough." This approach highlights a core philosophy from Denisova: "For me, the most interesting things happen in the in-between" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). It’s about the space between finished and unfinished, function and failure.

A Typeface That Shifts and Bends

At the heart of the "Nice Try" brand is its custom typeface, "Nice Try Variable." This isn’t your typical font. It features two dynamic axes, allowing it to move from tight, condensed forms to open, highly readable structures (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). This flexibility mirrors the brand's play between precision and uncertainty.

What’s truly fascinating is how it handles weight. It’s "negotiated, defined entirely by stroke thickness, bending the rules of traditional type design" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). This makes "Nice Try Variable" a true shape-shifter, always halfway between a decision and a question mark. As Denisova explains, "The typeface is meant to move, just like the brand" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). You can purchase it at YouWorkForThem to explore its versatility firsthand.

A Visual Language of Imperfection

The "Nice Try" brand extends beyond typography; it’s a full visual language embracing imperfection. Its designs use raw, black-and-white compositions. These blur the line between process and finality. You’ll see pixelated distortions, rough, sketch-like strokes, abrupt cropping, and layered text art (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). This creates a deliberately fractured aesthetic. It constantly asks: is this intentional, or just unfinished? The visuals capture creative chaos—an honest glimpse behind the curtain where ideas are still forming.

Denisova embraces this. She states, "Perfection is boring. I like it when a design feels like it could fall apart at any moment, but somehow, it holds together" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). This philosophy is evident in the brand's branding and typography artifacts, which feel both experimental and deeply considered.

The "In-Between" as a Design Principle

"Nice Try" isn't just clothing or a typeface. It’s an ongoing experiment in what it means to exist "in the in-between" (Sasha Denisova, Nice Try: A Wearable Experiment in Type and Design). It reminds us that often, the most compelling design insights come from spaces that aren't fully defined. It’s about embracing the process, the imperfections, and the constant evolution of creative thought.

This approach offers a refreshing perspective. It encourages designers to question strict boundaries. It pushes us to find beauty in uncertainty. "Nice Try" serves as a powerful example. It shows how strong branding and innovative typography can blur lines. It creates a rich narrative that resonates.

So, next time you're sketching out an idea, or refining a brand identity, consider the "in-between." What happens when you let go of perfection? What new possibilities emerge when you embrace ambiguity? Sasha Denisova's work offers a compelling answer.

Explore more of Sasha Denisova's innovative work at sashadenisova.xyz/nicetry 

Branding and typography artifacts