Designer Marije Hellwich first came to us to collaborate on one of the items in the TOTEM collection. But after reviewing the concept we also offered to help direct the launch of the brand. With conceptual ideas and approaches from Hellwich we started the design on A TOTEM OF as a fashion label and the designs of its sub domains or 'Subjects'.

We designed a modernist word mark that uses letters as symbols or totems instead of simply writing words. With this simplistic brand mark we created space to add additional subject lines. Implementing two labels on items. One with the main brand name and one specifically for the item or subject. With a serif typeface and typesetting derived from archival documents we further complement the story and concept behind the brand.