Modern Greek fashion has its own identity, framing creativity through its unique narrative. Honoring the successful journey of company Milkwhite, its character was preserved while giving it a more competitive image, with a shorter, more conceptually dense narrative.

Milkwhite’s brand identity is rooted in the essence of its original symbol, drawing on the heritage while enhancing its competitive edge. The typography has been reimagined with bolder, capitalized letters, reflecting the brand’s modern, experimental approach while maintaining the classic tailoring ethos. This refined aesthetic captures the cyclical nature of fashion and its continuous reinvention.

The brand’s new look, as shown in the lookbook, uses TT Hoves throughout; on their website, the brand’s information is set in Questrial.

Photography by Marios Sagias

Comptoir is a custom typeface in three weights and a set of pictograms developed by Calame.Bureau for Comptoir des Cotonniers.

In the midst of rethinking its positioning and visual identity, French fashion brand Comptoir des Cotonniers wanted to revamp its logo and have a custom typeface. Continuing on from the previous logo, the typeface draws its inspiration from the canons of Swiss typography, but also from geometric canons such as ITC Avant Garde Gothic. Each font is designed for a specific use and scale, and is accompanied by a set of pictograms. The aim is to create a tool for the brand that is both versatile, universal, and has a strong personality, with original details and impeccable legibility.

GOBI is a 100% Mongolian cashmere brand, combining centuries-old craftsmanship with modern manufacturing expertise and styles designed for comfort and longevity. From working closely with local herders to manufacturing exclusively at their one facility in Ulaanbaatar, every garment is sustainably produced in Mongolia, by Mongolians.

They approached Mucho to help tell this unique story to the world. Established over 40 years ago, and the largest cashmere company in Mongolia they wanted to reposition themselves, and appeal more to the US, european and global marketplace as a leader within the cashmere and fashion industry.

The GOBI logotype is custom, designed in-house by Mucho, with Tomato Grotesk used as the brand typeface.

Hungarian fashion brand AERON is using Neureal (Laura Csocsán) extensively throughout their branding, including in the process book, for in-store signs, and online. On the website, Neureal is paired with Cardinal Classic Mid (Production Type). The logo appears to be custom.

The serif used alongside Neureal is Yuptown.

Lookbook design for Michigan-based furniture manufacturer Enwork.

Swiss Typefaces’ Euclid Square is at the center of Enwork’s Signatures + Standouts. The piece highlights Enwork's most notable products with subtlety. Floods of color, paired with photography and unobtrusive type create establishing spreads for each product category: Private Office, Conference, Occasional, Training, and Benching. Sparse whitesweeps are used to showcase each product. With 100% cotton Crane’s Lettra paper and debossed clear foil for the cover, this piece is a pleasure to flip through.

Direction/Design by Connor Stratton, image visualization by Chip Matthews, copy by Josh Buck, printing by Holland Litho.

Source: www.instagram.com Michael Stars. License: All Rights Reserved.

Michael Stars is a brand for ladies’ fashion based in Los Angeles, California. It was founded in 1986 by Michael Cohen and Suzanne Lerner who remains the sole CEO after the passing of her husband. A central selling point of the brand is its stance on corporate responsibility: more than two thirds of its garments are produced locally in L.A. in order to guarantee fair wages, high quality, and a smaller carbon footprint, 80% of the staff are women and all clothes are made to last long. By means of the Michael Stars Foundation, the company seeks to support grassroots organizations who share the values of gender, race, and socioeconomic equality.

The brand typeface is Alaric Garnier’s Mars, used in its Extended width and in all-caps typesetting. On the website, Mars features for the menu, buttons, and headlines. It’s combined with the geometric sans-serif Sailec by Nico Inosanto of Type Dynamic for reading text and product info. Mars was first released in Extended and Condensed styles in 2018, in 2021 a Standard width was added to the trio available from Production Type.

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Homepage

Source: www.instagram.com Michael Stars. License: All Rights Reserved.

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Product page with Mars Extended for the “Add to Bag” button

Source: www.instagram.com Michael Stars. License: All Rights Reserved.

Source: www.instagram.com Michael Stars. License: All Rights Reserved.

Source: www.instagram.com Michael Stars. License: All Rights Reserved.

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Spread from the Winter Lookbook

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Spread from the Winter Lookbook

Source: www.michaelstars.com Michael Stars. License: All Rights Reserved.

Words from Fucking Young:

More than ten years ago, Muroexe began creating its first sneakers in Spain, blending the versatility of athletic footwear with the simplicity of formal shoes. In recent years, the brand has undergone various changes, including company, product, and identity transformations. The brand’s new phase is accompanied by a campaign developed under the creative direction of MURPH, a consulting firm specializing in fashion projects. The photography for the campaign was developed by Studio Mena, under Geray Mena’s visual direction, and art direction was provided by Bate Studio.

MURPH used Cosplay for the wordmark and a double merging x for its brand mark. Rauschen B Regular and Rauschen A Regular are used throughout for the typography.

​​HAK Studios is “a multidisciplinary, concept driven design studio, working with leather, textiles and ceramics”. Based in Greece and launched by designer Alex K., the company produces handcrafted pieces: HAK is short for “Handcrafted by Alex K”. which are sold in selected stores in Greece – and New York City.

In collaboration with the founder, Semiotik Design developed the naming and visual identity. The corporate image is built around photographs that show intimate combinations of bodies and HAK Studios pieces, and typography set in Activist and Formular from Brownfox.

Lúnasa Events was a startup boutique company that specialized in luxury weddings. We chose Emylis as the main typeface because it’s warm and playful, but still has a bit of modern edginess with its uniform 45-degree ligatures and tails. The main body typeface is Brandon Grotesque, which is always one of our favorites since we consider it very readable and non-tedious. The subheads and other uppercase elements are in the polished and timeless Ridley Grotesk, one of our go-to typefaces.

Maystorm Studio produced a brand look book that treats each event as a distinct case study, highlighting the unique design and décor styles of each wedding.

The final booklet features stunning photography and a minimalist design that details the process of working with Lúnasa as a client, from the initial consultation to the final execution of the event. We also included a prominent customer satisfaction quote for each client, demonstrating the company's commitment to providing exceptional service. Additionally, each chapter divider also features one of several “party animals” that are part of the Lúnasa brand, adding an extra touch of personality.

Massimiliano Audretsch produced the design for Madrid and London based fashion label Tíscar Espadas. The label launched their 2022 collection under the title Capítulo IV along with a brand new lookbook: A 10-page newspaper-sized world displaying Tíscar Espadas’ work through photography by Dani De Jorge, words by Kevin Kohler, and some type as well as custom lettering by Gruppo Due. The lookbook was shown at the fashion weeks in Tokyo, Madrid, Milan, Paris, and Barcelona throughout 2022.

The custom letters, hand sketched and later digitized as a fragile but dynamic handwriting, are applied for display use only, introducing the viewer to this new chapter of Tíscar Espadas. All informations on the other hand are kept in the foundry’s workhorse typeface G2 Erika.

Horizontal lines – over the top of some terms
expressions, benchark – off shite transit

CAPÍTULO IV, the act (unkown)

the process of into a porous – transit

stockwell road corner point – turning
pass and repeat needle and thread – reverie

pleasant thought while – you see the peasant work
fingertips touching golden ears
golden hours. poplar trees, waving leaves
visionary scheme, wild conceit, idle fancy – leaving

arrival halls – hand on hand
holding holding holding
celestial bodies – shadows across the disk of a larger body –

transits of venus are rare
venues seven

bodies – moving, proceeding, shaping smoothly – graceful

just as water, tears (...)

CAPÍTULO IV – be my torch, moon
my geometric postulate – peace
let us dream, let us dream, let us dream
together together

Balestra was founded in Rome in 1959 by Renato Balestra. In 2022 the historic maison underwent a natural metamorphosis and inaugurated a new phase. Having renewed the logo, Balestra then relied on Norma to detail the coordinated visual identity and a new website.

The project ignores any logic of innovation, creativity or clichés related to fashion. There is no large photo to welcome the homepage, the logo sits small at the bottom and there is no identifying element other than the very essence of titles, text, (Balestra blue) links and images on a white sheet.

Instead of adopting exotic fonts, the whole identity is built entirely out of one of the most trivial system fonts: Arial.

In line with the project for the website, other materials were developed in accordance with the same typographic solutions. In addition to the usual corporate graphics, consisting of letterheads, business cards, templates for presentations and catalogues, an advertising campaign in Milan during fashion week was created as well.

A deliberate attempt was made to move away from the repetitive paradigm of the white logo centered on a photo of a model, not because this does not work, but because it does not constitute a sufficient means of identification.

Hungarian designer Daniel Kozma developed the new branding for Wallman, the Austrian manufacturer of blouses and traditional costumes. He used NewPanam Skyline from Swiss Typefaces as the single typeface.

Public Image art directed and designed the digital Spring/Summer 2022 lookbook by fashion label Rodebjer using Malamocco Medium.

Rodebjer’s standard typeface used for the logo and other text is GT Sectra.

Asfen in use for the SS2021 collection by Zoe Karssen. The typeface appears on T-shirts as well as in the lookbook. Amsterdam based design studio Alt8 comments:

Ready to roar. Amsterdam fashion brand Zoe Karssen offers edgy designs for strong, intuitive women. Alt8 contributes to the SS2021 collection with two playful print designs in a reference to the leopard that can be spotted at Karssen this season. […] Work, chill or party: the SS2021 collection combines natural charisma with smoldering energy in a range of stylish outfits marked by leopard and snake-skin prints. Alt8 gives the look book a touch of casual glamour: no excuses, no regrets.

Carolina Castillo C. (CCC) is a Mexican fashion designer, with a focus on slow fashion, sustainable, timeless clothing. The brand is a letter to today’s women who are looking for a stylish quality option.

We developed a classic yet playful brand that proposes a design solution for every season to come, and created a feminine and elegant blend that feels timeless with Cosi Times, Cosmetic, and Nostra Stream, occasionally supported by Funkford.

F37 Caslon by F37 Foundry is in use for Wyse London brochure design by Aboud+Aboud. F37 Caslon features in spreads across their Autumn 2021 collection brochure.

Tracksmith is an independent running brand founded in 2013 and based in Massachusetts, United States. The brand provides quality clothing for amateurs and positions itself as driven by a specific running culture, comprising dedication, performance, and the pursuit of personal excellence.

For their latest collection, Tracksmith hit hard and designed a multi-format campaign that plays with the running philosophy and the idea of getting off tracks, at fall, when the return to work and workaday life makes new challenges necessary. With a rarely seen extensive insert in the New York Times, Tracksmith had a whole broadsheet to present its concept of running and to praise the amateurs it wants to reach. The advertising comes here in the shape of original content titled “Where will Running take you?”, accompanied by photographs we find in the brands' online lookbooks and an identity based on Production Type’s Sainte Colombe, designed by Yoann Minet. With the use of this typeface, the brand’s discourse goes beyond the technological aspect of sports clothing: it suits Tracksmith’s idea of offering not only accessories for one’s own sports practice, but a whole lifestyle, with all that running can be relied to as experience: the relationship to nature, to the weather, and to adventure.

The lookbooks we find online are also a development of this position, as the photo series are punctuated by a narrative that addresses the consumer directly. The texts and images, in warm autumn shades, are sometimes poetic, sometimes more oriented as experience reports. In all cases, the reader identifies with the proposition of the brand and can make a step towards the idea they sell. Throughout the campaign, Sainte Colombe is used in roman and italic styles, supported by Akzidenz-Grotesk Extended.

Goodfight is a Los Angeles based fashion label and creative studio. Mouthwash Studio developed their new strategy, visual identity and website. In the new identity, ABC Synt is used as the brand typeface, supported by Swiss 721.

In a webpick article on Communication Arts, Mouthwash and web developer Adrien Picard share some favourite and challenging parts of the design process:

Redefining the branding and wordmark for Goodfight formed an exciting portion of this project that helped solidify the web launch as a line-in-the-sand moment for the brand. The new wordmark is typeset in Synt, an unreleased font by ABC Dinamo. Being one of the first to use a font is a big moment for a brand, and it helps create an ownable and memorable mark that will stand the test of time.

The brand website opens with a carrousel showing images that stretch as they slide from left to right:

The rotating images you encounter on the homepage are a memorable way to experience the brand’s look and feel. Being easily browsable with a unique distortion effect, it really encourages and rewards interaction and exploration. The pace of the entire site is really up to the viewer, giving them control and freedom that deviates from traditional approaches. This feeling is also echoed by the transitions found on the archive page, shifting in and out of the individual stories. It’s a foundational piece to the overall UX of the site, and it served as a through line in the design and development process.

From Reflect Studio:

The World Wildlife Fund (WWF) is an international non-governmental organization founded in 1961, working in the fields of wilderness preservation and the reduction of human impact on the environment. WWF Market is WWF’s official merchandise store, exclusively powered by Reflect Studio. By becoming the licensee of the global NGO, Reflect Studio also takes on the responsibility of generating new resources and delivering innovative campaign ideas in support of WWF offices worldwide.

WWF Market offers a wide range of products ranging from sustainably made clothes to zero plastic alternatives for everyday use. These essentials are made with the hope of building a better future for the planet and its people. The brand’s colourful world consists of responsibly manufactured garments and accessories that are made to last.

In July 2021, WWF Market got a distinct visual makeover. The new visual identity embraces an extensive color palette consisting of muted colors inspired by nature and bright colors to emphasize the inspirational and hopeful personality of the brand.

The iconography that’s woven into the visual language functions as a continuation of the illustrative designs prominent in the products. This approach aims to enhance the effectiveness of long texts and helps spread WWF’s messages to wider, younger audiences.

The font choice of NN Nouvelle Grotesk represents the brand's ambitious and playful nature. The clean cut feel of the font helps to deliver WWF campaign messages in a neutral, accessible and engaging manner.

To this day, the NGOs famous panda logo is the most recognizable symbol for global conversation and a celebrated sign of hope. For this reason, WWF Market’s branding is built around this iconic symbol.

Fashion brand Cabinet is a project by Rossana Passalacqua and Francesco Valtolina which uses Everett by Nolan Paparelli throughout their visual identity. More info on can be found on their website and Instagram page. The last three pictures are from their limited edition collection 160U lookbook.