A strong but restrained identity, tailored for a menswear brand
THE SITUATION
The Gentle Crafts is a self-initiated project for a London menswear label. The name comes from the refinement and detail of men's tailoring culture — built on restraint rather than display.
WHAT WE DID
We built the strategy, the name and a complete identity around a living emblem — a panther that moves elegantly and quickly without craving attention. The mark is interesting for its adaptive structure, with several variants suited to different proportions. The other focal point is the logotype, currently being extended into a full typeface.
TEAM
Brand strategy, creative direction, motion and web design: Alexander Petrov
THE RESULT
The project grew into a full visual system — from print and packaging to digital — demonstrating how a refined conceptual line can carry across the boundaries between media.
WORDS FROM THE CLIENT
