One sentence the whole system has to protect

Every brand has one idea that the rest of the system has to protect. We start by naming it in one sentence, then test whether every touchpoint would still make sense without it.

The sentence becomes the brief for everything that follows — type, colour, motion, and the order in which things are said.

Three moves, everything else derived

The system is built from three moves: a fixed column grid, one typeface in two weights, and a colour rule that ties every surface to the product it sits on.

Everything else is derived. New formats are assembled, not designed.

Shipped in one season, by three suppliers

The identity shipped across packaging, signage, the website and a print campaign within one season, produced by three different suppliers from the same set of files.

From the smallest label to the largest wall

A selection of applications — from the smallest label to the largest wall.