Behind the mask

ByWho is a contemporary Chinese fashion brand with Danish roots and a Nordic approach to style and aesthetics. Each collection is created as a collaboration between the Danish fashion designer behind the brand, Jacob Christiansen, and a visiting guest designer – hence the name By Who.

Directed at fashion-conscious and urban Chinese youth, ByWho references traditional Western luxury fashion brands while at the same time embracing and incorporating elements of traditional Chinese culture.

Taking inspiration from Chinese calligraphy, the logotype combines the two words of the brand name into a coherent and sculptural wordmark. Combined with a vibrant color palette and a distinctive mask symbol, the visual identity establishes ByWho as a both stylish and playful brand, combining the best of both worlds.