Brief

Gray Label has been making apparel essentials made from high quality organic cotton for quite some time now. They reached out to us to take a new direction for the launch of a new capsule collection.

The main objective was to inject this collection with the fun of care free children. Maintaining the DNA of the minimal Gray Label brand. We provided art-direction for visuals and copy, gave the collection it’s name, complimented this with a graphic identity and even collaborated on the actual pieces of the collection which range from vests, hoodies to socks and a custom totebag.

Approach

We wanted this collection to ‘pop’. Searching for a catchy and visual brand name that could be combined with ‘Gray Label’. Gray Label POP of GL POP for short.

We created a fun logo type that visualises a kid playing, almost cartwheeling. Using the typeface from Gray Label’s own visual identity we were able to create two bold and easily recognizable logotypes.

Lastly we complimented Gray Label’s main colour palette with a vibrant colour universe to go along with photography and the products.

Services:
Graphic design
Art-Direction 
Storytelling