Andreas Mitterhofer – Brand Designer & Photographer

Brand Identity

STRAYD

An editorial series shot in an abandoned Bad Gastein residence, built around natural light and quiet narrative

Date:

April 17, 2026

Customer:

Strayd Clo.

(02)

(Brand Identity)

STRAYD IS A STREETWEAR BRAND BUILT AROUND THE IDEA OF GOING YOUR OWN WAY. THE NAME COMES FROM "STRAY" — NO AFFILIATION, NO HYPE, NO NORM. COMPLETE IDENTITY BUILT FROM SCRATCH: MARK, CHARACTER, PALETTE, APPAREL.

Client

STRAYD

DELIVERABLES

Brand Identity, Character Design, Apparel Direction, Visual System

Year

2026

Role

Art Director, Designer, Illustrator

(01)

(Jagdstube)

THE MARK

Two wordmarks. One system. Bootzy TM in lowercase for labels, tags, and digital applications. A hand-written graffiti tag for graphic applications, stickers, and campaigns. One reads clean. The other reads raw.

THE CHARACTER

Fozzy is the brand's face. Developed from scratch as a hand-drawn illustration, each colorway maps to a collection. The character was built to scale — from a full back print down to a cap badge — without losing its weight or its attitude.

APPAREL

The design lives on the product. Two character drops on oversized tees, one front print, one back graphic. The lifestyle shots were taken in context because a white studio background would have killed everything the brand stands for.

THE SYSTEM

A brand that only exists as a file is not a brand yet. The hang tag, the sticker, the cap badge — each one is a proof point. The wordmark holds at every scale. The character works on every surface.

OUTCOME

STRAYD launched with a complete identity. Not a logo with some colors around it, but a system with its own logic. Every asset connects back to the same decisions: the mark, the character, the palette. What this project shows is not a perfect process. It shows what happens when you commit to a direction and build it all the way through.