Branding and Typography


This concept for a fashion and lifestyle brand imagines what it is like to be a mutinous office worker eager to form a mutiny for a better work life. It incorporates an easily recognized logo and logotype that is meant to be hidden by normal work attire and only revealed after hours or to potential co-conspirators.

The inspiration is drawn from 20th-century sailors’ uniforms, where sailors would have dragons covertly embroidered inside their sleeves. The dragons would be revealed when the sailor went on shore leave and rolled up their sleeves. The project includes a full typeface with sharp angles that recall the sharp angles of a ship’s bow.

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