Santino Rice rose to fame as a fashion designer on Project Runway. Hallmarks of his style include intricate, old-world techniques and ultra feminine forms. Santino's bold personality comes across in the logo's typography, while the shape nods to the female body in woven, stylized esses. The mark is designed to compete with couture brands and can be applied in patterns as well as standing alone.

The brand book is inspired by luxury hang tags. It explores the use of the logo and assigns typography rules for the Santino brand. In the reverse, it works as a look book for the season.