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.