Brand identity project: Klayton Wear. I

Brand identity project: Klayton Wear.

I was asked to build a new brand from scratch to help a menswear company expand from formal wear into casual, everyday pieces. Here's how the identity came together.

The name is built from Clay, Tone, and Wear, which also set the color direction: warm, earthy clay browns instead of the usual formalwear palette.

For the mark, I used a fox. In the brand's cultural reference, a fox represents intelligence, cheerfulness, charm, and creativity, and is even seen as a guide figure. I drew the front legs joined together to signal stability, and had the head face left, which reads as a friendly, adaptable personality, matching the casual, approachable direction of the brand.

Name, symbol, color story, full concept, all built to work together, not just look good separately.