branding + visual identity for Phaédo
- art direction
- graphic design
- logo & visual identity
- v.i. guidelines
- photography
- videography
- website design
credit:
brand director: zhu zhu, Phaédo
art direction & creative direction: shun kawakami, artless Inc.
photography & videography: alexander hugh mitchell
sound design: hiroki saito
video edit: yuichi maruno, glmv
programming: adrien dufond
graphic design: koyuki inagaki, artless Inc.
project management: satoko tanaka, ken aoki, artless Inc.
‘Phaédo’ is a fashion brand in Hangzhou, China, led by the first Chinese graduate from Antwerp Royal Academy of Fine Arts, Zhu Zhu.
The brand’s logo was developed carefully for over a year, with each letter tailored to carry out the brand’s concept. With the identity we developed, Phaédo has made its debut in Milano Fashion Week in February 2017. Phaédo, with their debut collection, has showcased its philosophical and aesthetic values that weigh importance on timelessness, unadorness and wabi-sabi.
artless Inc. had an opportuninty to develop their branding through logo design, web design, directing photography, videography and sound design. The photoshoot was carried out at a ruin that stands deep inside Hangzhou, China. Phaédo’s works were taken with focuses on the rustic textures of the site, as well as the nature. Web design features sound design that symbolises the passage of four seasons. Though minimal, the website assembles craftsmanship of different expertises, representing the ethos of Phaédo.
With deep understanding and resonance with the brand’s philosophy, we crafted the branding to its every details, believing that would be an identity Phaédo is able to stand for.
