I was commissioned by a UK-based fashion label to develop a logo and packaging direction.

The label takes basic wear such as hoodies and sweatshirts and applies a high-fashion materiality to these. So, they look like basics, but are constructed to the same level of quality as high-fashion garments. 

The balance between high fashion and basics was the central premise of this design direction. This is symbolised in the balancing of lines over a circle to form the 6 of the brand name. A use of geometric shapes represents basics and utility, while the use of fines lines intended to evoke the visual language of high-fashion and fine craftsmanship.