Instead of focusing on logo design or typography, the brand is centred around strong model photography, focusing on the model's expression, mood and gaze, integrated in the bespoke patterns created for every product, delivering an endless level of possibilities for custom clothing. As every garment, outfit and style is different, each needs a custom look and feel about it. This meant a custom colour, pattern and model used for every artefact, which were all pulled out of the product’s features and personality. It is used throughout the brand's touch-points, including the online store, print advertising, e-commerce and social media channels.
