A bold identity that communicates the unique selling point of a fashion start-up 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 its unique positioning, and the associated materials to help bring it to market.

Self-titled Casestudy Sansbeast Animatedlogo2

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.