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command jeans

Identity Rebrand

The client for this project wanted a fresh identity, but wanted to maintain some brand equity. The unique selling point of this brand is its exclusive use of organic cotton. I reinterpreted the previous name “commando” in order to redefine their target audience and added the tagline, “Nature Makes the Rules.” The entire identity was rebuilt around natural, sustainable imagery interacting with an urban, tactile environment. These images were often layered, as in the case of the hangtag, in which there was a sustainable wooden base with heavy, semi-opaque mylar mounted to it.

 

Components in the development of this project include a logotype with two different applications: a belt, and a pin. A season catalogue/magalog was developed and a hangtag was produced.