IMATA is a fashion brand rooted in self-expression and exploration. As the brand entered its next phase of growth, Studio Unruly partnered with IMATA to rearticulate its identity, creating a clearer, more confident foundation for where the brand was heading.
IMATA’s existing identity no longer fully reflected the brand’s philosophy or ambition. As the brand matured, there was a need to move beyond a purely aesthetic expression and toward an identity that could more clearly communicate its values, freedom, experimentation, and self-knowledge, while remaining flexible enough to evolve with future collections.
Studio Unruly grounded the rebrand in the meaning of ịmata onwe ya — “to know oneself.” We developed a refined visual identity that reflected exploration without constraint, allowing the brand to move fluidly across styles, colours, and textures without losing coherence. The system was designed to support self-expression rather than prescribe it, creating space for individuality while maintaining a clear point of view.
The result was a brand identity that positioned IMATA for its next chapter: confident, open, and intentionally limitless.
