Jeans Lab is a retail fashion store in Moscow. With its core product offer is jeans and the product mix 70–80% menswear. The client wanted something clean and direct for the identity and wanted a store graphic language that echoed this. The brand identity is essentially simple & direct, with its direct contrasting typography and colours. Brand signature elements extend to a range of graphic icons that reflect the ‘lab’ concept. Because of the direct and clean look of the identity, humour was brought into the graphics communicate product information such as different jeans cuts and the history of jeans.