Amo Store is a soon to launch Melbourne based men and women’s shoe boutique that will retail a curated collection of familiar brands and exclusive independent labels as well as clothing and accessories ranges to match. The store recently commissioned Studio SP-GD to develop a ‘simplistic’ brand identity that would effortlessly extend across a variety of formats.
Harry Watts is a British photographer who takes a systematic approach to location and explores the relationship between people and objects. His work has been exhibited nationally and internationally and was selected by Italian Vogue for solo exhibitions in London and Madrid.
Harry’s brand identity, developed by London based studio Birch, is representative of his unique process of removing excess information through the simple combination of a single bold, uppercase and condensed sans-serif typeface, black ink and plenty of unprinted white space, and utilises an unconventional structure, ‘ruthlessly’ pushing text off edges, to draw distinction from these. Elements such as surface texture and newsprint are introduced to reinforce project specific concepts such as high quality materials, discarded objects and mass communication whilst retaining the non-essential philosophy. The result is an unwavering consistent austerity that successfully draws out photographic detail and conveys, without undermining, Harry’s reductive process.
BVD have recently completed their brand identity work for Nina Jobs, a Swedish industrial designer working within the fields of art direction, product and furniture design for companies such as Ikea, Uniqlo and MoMa New York. Based around a responsive website that balances identity and content with large product images set against a white background, as well as a good quality business card that mixes pink board with a debossed black ink, and a logotype built from the lowercase geometric sans-serif characters of Futura, BVD‘s solution is bold yet feminine, efficient yet accessible.