Riot shop is a streetwear reseller that wanted a more homogeneous communication that would help create a stronger community. After multiple meeting and brainstorming sessions we identified the values and future goals and the most relevant keywords were: irreverent, not too serious fashion, provocative, transparent, bold.
Riot's new identity core
Riot Shop is a rebellion against the ordinary,a movement that celebrates authenticity, individuality, and the power of everyday acts of defiance. It’s an invitation to challenge conventions, embrace transparency, and find connection in shared, honest moments. At its core, Riot is about turning rebellion into a relatable and joyful way of living.
The logo
The fly constantly challenges the status quo, buzzing around without causing real harm, yet never backing down. It perfectly embodies Riot Shop's spirit: a bold, disruptive force that pushes boundaries and refuses to conform, without ever being dangerous or malicious. It’s an invitation to rebel, to challenge, but to do so with humor, lightness, and authenticity.
Insight
Small annoyances, like delays or interruptions, contribute to over 80% of daily stress. Riot Shop taps into this collective frustration, offering a space for those who are fed up with the mundane and the ordinary, turning that everyday rage into an opportunity to disrupt and embrace individuality.
Idea
WORN TO DISRUPT. Riot is the disruptor against all the annoying things that are too small to talk about, but big enough to be annoying. Describe multiple annoying situations which Riot can be the community to talk to.
Execution
OOH, social media contents, "shop by instinct" curated section on website and store, matched merchandise to all the different situations.
Credits to the hardworking crew:
Giuseppe Matt DOP & Colorist
Roberto Ingrao Camera OP
Cataldo Piccarreta Editing & VFX
Riccardo Parziale Photography
Morena De Palma MUA
Teatrficio Coratino Actors
Alessia Diaferia Branding, Creative Direction, PM
