Apparel labelToronto · Brand proposal
The outside,
same as your inside.
00The project
- Client
- CAVILLIE
- Sector
- Apparel · Toronto
- Year
- June 2021
- Format
- Brand proposal · 10 pages
CAVILLIE is an apparel label from Toronto. In June 2021 we made its brand proposal: a monogram drawn from two circles and a stem, a heavy, wide geometric wordmark, and a palette of black, white and grey with one cool mint. Ten pages put them on shirts, signs and a shopfront to show how the name would live in the world.
- Monogram & wordmark
- Colour palette
- Apparel prints
- Signage & storefront
- Brand proposal, 10 pages
01Monogram
Two circles
and a stem.
The c and the a are one circle drawn twice. The a takes a straight stem with rounded ends; the c is cut away where the a leans into it, and the gap at its widest is exactly as wide as the stem. Beside them, CAVILLIE is set in heavy, wide geometric capitals, with TORONTO in a light line beneath.
The logo is the proposal’s own vector from page 10, unaltered.
02Colour
Black and white,
and one cool mint.
The proposal keeps to four colours: black does the talking, white and a soft grey make room, and mint is the one colour that belongs to CAVILLIE alone. The values are taken from the proposal’s own swatches.
RGB 210 255 243
RGB 0 0 0
RGB 204 204 204
RGB 255 255 255
03Apparel
Small on the chest,
clear across the street.
On the shirts the mark is small, with the name spaced wide beneath it in a light line: black on mint, mint on black — and on one black tee, a grey square that frames the mark like a sewn-on patch.
C A V I L L I E
C A V I L L I EC A V I L L I EAll three chest prints are re-set from the proposal.
Take it
before you lose it.
04Signage
A name
for the street.
The proposal took the logo up to street scale: a square blade sign, letters on a black fascia, a whole shopfront framed in black around warm light. Each uses the same two pieces, mark and name, and leaves the rest to the material.
