Axinite

Axinite is a start up workwear fashion brand targeted at self employed trade business owners. The range is designed to be customised with discrete branding and is hard wearing, engineered for endurance. Working as part of an in house team I was briefed to design a high end brand that feels rugged and reliable for the world of tough daily work. The orange triangle comes from the stone the brand is named after showing the layers of the rock, emphasising the toughness of the brand. This led to the decision of a slab serif as an accompaniment and the dark backgrounds and textures to complete the visual language. To bring the brand to life working with fashion photographers Emma & Rob Philipson I art directed a photo and video shoot over 2 days to show not only the work environment but also casual and outdoors use of the brand.