PHEME – Brand Identity

  • Jonny Rowe
  • Joe Russell
When Land of Plenty were approached by men’s fashion designer, Loukia Hay, to partner with her and newly launched streetwear brand PHEME, we jumped at the chance. Apart from requiring a brand identity, PHEME’s first collection needed some graphic direction too.
The starting point for everything was the brand name: the Greco-Roman goddess of fame and fortune. We agreed that the whole brand direction would play off this. We created a core graphic—a depiction of the winged goddess—and several wordmarks, which appeared across garments, labelling, merchandise and marketing.
The collections would be named after Latin sayings, with the first being ‘Fama et fama’ (meaning fame and fortune); product was named in Latin; and the first lookbook shoot took place in the library of a grand mansion, rather than an urban setting.
The lookbook was printed on bible paper; images were centred, and copy was set in our secondary brand font, giving it the air of a dusty academic reference book, complete with colour plates.