For the tailor Daniel Kroh, who works exclusively with sustainable materials, a relaunch of the design was implemented. Initially the project focused on consolidation and the concentration of values, which should then provide a basis for all subsequent branding decisions. Just as the garments are assembled from various recycled materials, the new crow is composed of seven separate elements. Daniel describes the process of cutting out suitable pieces for his garments as filleting. The idea of using forms that resemble sewing patterns acts as a reference to bespoke tailoring. The typography of the wordmark was designed expressly for the label and complements the aesthetic of the figurative mark.
Animation: Oleg Klassen