It all started with a logo. A beefy branding project that started in 2020 saw this unanimously chosen visual identity pushed and pulled in its graphic approach from the get-go, emblazened on everything from stickers and a 'capsule collection' range of garments to their confident shop fascia in the very heart of Soho.
Heavily influenced by nostalgic references from the company founders to channel the likes of bold F1 decals and graphics, Daft Punk-esque undertones, to the skate culture of the 90s; they let me run wild with their vision and together we built a brand that felt well-established before it had even lifted off the ground.
Garment photography credit to Toby Rossiter.
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