Case Study · Cynical London
A London label built to repeat.
A fashion brand rebuilt around the second order: a new storefront, a photography system that scales, and the creative to fill both.
- Client
- Cynical London
- Sector
- Fashion ecommerce
- Services
- Creative Studio, Web Development, Retention, Paid Media
- Engagement
- Ongoing
The Brief
A shopfront worthy of the clothes
Cynical had the product and the audience, but no way to show the range at fashion’s pace, and no store built to turn a first order into a habit.
What we were asked to do
Build a storefront that sells the way people shop fashion: by look, by fit, by season.
Create a repeatable way to photograph the full range without booking a shoot for every drop.
Run the retention and paid that turn a first order into a second one.
Creative Direction
World building
A young, carefree luxury dystopia. Characters who love the glitz but are too real for its rules, mixing ripped bootcut denim with designer and hanging out in abandoned buildings.
Brand Identity
A logo about fighting yourself
We designed the Cynical logo around the idea of fighting with yourself, using two figures locked in combat as a visual metaphor for internal conflict. The overlapping forms blur the line between the two characters, so the opponent becomes a reflection of oneself. The raw, organic linework and distorted silhouettes were kept on purpose to carry that unrest, while the bold black-and-white treatment gives the identity a distinctive, contemporary edge.
Web Development
The store we built
We designed and built Cynical’s Shopify store from the first layout to launch, around one idea: let the imagery do the selling. The homepage opens on a full-screen split between Mens and Womens, so every visitor lands one tap from the right range. Behind it, the catalogue is organised the way people actually shop fashion, by New In, Best Sellers and Sale, with a size guide on hand and a stripped-back black-and-white interface that keeps the focus on the clothes. The result is a store that feels as considered as the brand, built to turn a first visit into a repeat customer.
Campaign imagery, without the shoot.
From concept to campaign-ready imagery, our AI workflow combines custom prompt systems, automated generation and our own image-consistency technology for high-quality visuals in a fraction of the time. Backed by 30+ years of combined Photoshop and image production experience and 20+ years in fashion, we get the details right, from garment fit and styling to proportions, lighting and composition, for photorealistic, consistent imagery with full creative control. Ready to create without production limits? Let’s talk about your next campaign.
AI Creative
The model gallery
A cast of AI models built for the brand, each shot across a full set of looks.
AI Creative
From model to campaign
An AI model, the styling and a setting, combined into a finished campaign shot.
Results
Paid Media
The creatives behind the ads
Every ad we designed for Cynical’s paid campaigns.
last pairs left
LONDON’S BESTSELLING STREETWEAR
NEW DROP · SHOT IN LONDONEXPLORE
LONDON’S BESTSELLING STREETWEAR
last pairs leftLONDON’S BESTSELLING STREETWEARNEW DROP · SHOT IN LONDONEXPLORELONDON’S BESTSELLING STREETWEARThe Result
Cynical had the clothes. It needed a world. RedPxl built it.
We built the brand world, the photography system that fills it, the storefront it lives on, and the retention and paid that keep customers coming back.
We built the brand world, the photography system that fills it, the storefront it lives on, and the retention and paid behind it.
Contact us
Tell us what you’re growing
- zain@redpxl.uk
- Phone
- +44 7525 832432
- Office
- Canary Wharf, London
- Hours
- Mon to Sun, 09:00 to 18:00
Send the numbers you have and the target you are working to. We will tell you plainly whether we can help.