Thomas was approached by Melbourne based apparel company Elwood to assist in taking the next steps in their brand and visual identity. The project comprised of refinement and streamlining the brand into a singular and consistent direction to more accurately represent the label’s most recent apparel collections. The deliverables included the development of a new logotype, typographic specification, brand guidelines, and a suite of printed collateral. The identity is comprised of a bespoke typographic treatment using Klim Type Foundry’s Pitch typeface, a refined color palette, and a ‘frame’ brand device.
In addition to the brand and identity, we also worked closely with Elwood to develop the concept store The Windsor Annex, which is also the first of its kind.
“Located on the corner of Chapel and Union Streets in Windsor, Melbourne, The Annex showcases the very best of Elwood apparel and a selection of handpicked products and accessories from around the world. The output of a collaboration between Elwood, Hecker Guthrie (Interior Architecture) and Hunt & Co. (Brand Identity). The Windsor Annex is a one of kind retail space inspired by an urban, outdoor, and contemporary Australian lifestyle. The store features a carefully selected material palette of exposed timbers, leather finishes, greenery, and even a potbelly stove thrown in for good measure. Whilst still remaining inviting, the store’s concept places heavy emphasis on craftsmanship, quality materials, and finish, showcasing products in the best possible way.”
The scope included the development of the brand identity, internal and external signage, bespoke neon, and a microsite. The Windsor Annex can be visited at 83 Chapel Street, Windsor.