Sans Beast
Designed with love, not animals
Sans Beast
Designed with love, not animals
Challenge
Sans Beast is a fashion startup that uses no animal products during production.
After living & breathing the world of leather handbags for over a decade, Cathryn Wills (formerly Managing & Creative Director at Australian accessories brand, Mimco) became vegan and decided to create a business which aligned with her personal beliefs.
She believes there is a need for more choice in the quality fashion space – an alternative to products derived from animals – well made pieces; collectible, functional, affordable & designed with love.
Sans Beast required a brand identity which would communicate it’s unique positioning, and the associated materials to help bring it to market.
A mark for all
Sans Beast needed a bold but restrained brandmark which would speak to their values and be a visual constant, while product style evolves from collection to collection.
The founders’ love of antiquity saw us research early letterforms, discovering that the latin letter ‘A’ evolved from markings which pictorially represented an ox. This inverted ‘A’ became our shorthand ‘beast’. Serendipitously, in mathematics, an inverted ‘A’ means ‘for all’.
Sharing the vision
Self-titled created a series of pre-launch brand tools to help Sans Beast share their vision with investors, customers and press. These included a pitch presentation, look book and holding page to drive online subscription.
Mark of the beast
Self-titled also created a strong suite of branded assets which could be applied to product in the form of foil stamping and embossing, webbing straps and custom metal hardware including zip-pulls, press buttons and claps.
“A bold, androgynous and distinctive branding suite breathed life into Sans Beast. Self-titled delivered a result that I’m thrilled with.”
Results
Sans Beast debuted at the Virgin Australia Melbourne Fashion Festival and has enjoyed good press coverage and strong initial sales.
The brand has already been awarded Best Vegan Accessories in the 2108 PETA Fashion Awards.
Product photography by Cubed Studios
Talent photography by Vien Tran
Styling by Ella Murphy
Art Direction by Cathryn Wills
