The style must be simple, regular and effective.
The T-shirt is for a nice woman who will represent my company in videos so letters must be simple.
A company whose values are: working under pressure, my products are aimed at customers who are unaware of fear, and who overcome obstacles.
I want something simple of course but I want my brand to be identified as a strong brand mark like VICE (tv channel).
It can be underground but for everybody.
There can have some vintage style on it like old school tatooes.
I want to differentiate myself from my competitors (shops selling kitchenware), as the VICE chain does it perfectly well by integrating the underground world, graffiti, etc ...
For example, the style of "Tales from the crypt" can be read by everyone and letters and images are so amazing.