The name “The Gentle Crafts” is derived from the idea of the subtlety and intricacy of male suit culture. It is not about garishness, but restraint. That’s why we needed a mascot that moves elegantly and swiftly, without asking for attention. The panther logo was our choice for such a symbol. A “living and breathing” mascot symbol, that has several variants adaptable to different proportions.

A strong but subtle identity, tailor-made for a male fashion brand