Elvine is a Swedish clothing brand, represented in over 700 stores across Europe. Hailing from a city hardened by the most rainfall in Sweden, Elvine are best known for their jackets, combining smart functionality with good design. During spring 2013, the quickly expanding clothing brand realised that they had outgrown their current apparel. The need for a redesign of the current identity, in order to manifest the brand's development from a personal affair to hugely popular maker of jackets, was clear.
With a pronounced goal of catering to the functional needs of the urban citizen, we turned to the city for inspiration.
The emblem, employed by many a fashion brand, usually depicting burgeouis buildings or other traditional motifs became our starting point. In order to make a statement and to clearly differentiate Elvine from the high-brow fashion world - we chose to look to the industrial landscapes, common property of the city's inhabitants - to glorify the ordinary.The Elvine emblem depicts an illustration of the iconic Gothenburg gas holder; 'Gasklockan'. The building holds a lot of history, and has been a symbol for Gothenburg’s refusal of bending to commercial forces ever since Coca Cola was forced by public demand to withdraw a request to repaint the whole building as a soda can.
Gas holders, in one shape or another, can be found in most larger metropolitan areas in Europe, symbolizing urbanity and progression.