Bukarest Protocol
Bukarest Protocol is a bold streetwear and merch brand targeted at young people between 15–40 who want expressive, energetic clothing. I was responsible for crafting the brand from the ground up starting with the full brand identity and ending with a complete e-commerce website that converts visitors into buyers. The brand needed to feel modern, vibrant, and culturally connected, with a visual voice strong enough to stand out online and at events.
The Challenge
The founder came with a simple goal:
“Create a brand and website that instantly attracts streetwear lovers and feels premium yet playful.”
But the brand had:
No existing logo
No colors
No typography
No style direction
No online presence
And a target audience with high aesthetic expectations
My job was to translate the founder’s vision into a full identity system and then build an e-commerce experience that feels like an extension of that identity.
Designing the E-commerce Experience
With the identity locked, I built a website designed to:
Convert quickly
Showcase products with energy
Tell a brand story
Reflect the strong visual identity
Key Website Features
Modern hero section with bold typography
Category-based product browsing
Clean product galleries
Smooth checkout flow
Multimedia blog & lookbooks
Newsletter integration
Fully editable CMS
Store admin access
The website mirrors the brand’s look and feel (as previewed in the “Look & Feel” page of the Brand Kit on page 13) , bringing the entire visual direction to life online.
What I Learned
Designing a fashion brand requires balancing expression with clarity
A mascot-driven identity can be incredibly powerful for youth-centric brands
Streetwear audiences respond best to authenticity, not perfection
Strong branding dramatically increases e-commerce conversion
Creating the brand first makes website design much smoother and more consistent
