Their existing graphic identity had some very strong elements like their bold typeface and simple 'dot-stripe' icon. But these items were cluttered by many different elements and ideas. So our approach was simple. Go back to the core. We put more emphasis on the brands actual name/wordmark and used the 'dot-stripe' icon as a more outspoken emblem.

We paired this with a contemporary and timeless new typeface. And re-used Gray Label's existing colour palette, adding different tones of each colour that gives the opportunity to create ton sur ton colour combinations. Resembling the brands soft approach to textiles and colour.

A simple but essential redefinition of an already solid brand identity.