Industry

Fashion & Apparel

Scope of Work

Brand Art Direction, Logo Design, Packaging Design, Visual Strategy

Year

2024

Raw and Refined offers a collection of denim jeans and jackets designed to provide an ideal fit. With the slogan ‘Fits Just Right,’ the company delivers high-quality denim with a modern, polished edge for those who value craftsmanship and style.

Achieving the ideal fit and showcasing craftsmanship was a key goal of the project. After several refinements, the Palatino typeface was selected for its humanist style qualities; it complements the brand’s dedication to craftsmanship and style. Inspiration was drawn from Geofroy Tory, who argued that letters should reflect the proportions of the ideal human body. This concept became the foundation of the monogram, which takes its form from the brand’s abbreviation. The letter 'R' in the monogram symbolizes the human body, emphasizing the perfect tailoring of the jeans for every individual.

The brand’s main colors, sunlight yellow and cardinal red, were chosen for their inherent connection to nature. The vibrant sunlight yellow reflects optimism and energy, while the cardinal red symbolizes confidence.