FORT recently completed a brand refresh for Relwen, an Ohio-based heritage clothing company, along with a new website, relwen.com, for the launch of their 2016 fall line.
Not wanting to compromise existing brand recognition and history, we refined and updated the primary logo, the barn swallow. By iterating on the curves of the bird, we were able to perfect the shape to the satisfaction of the client (and ourselves!) In the process, we created a flight motif showing the birds in a range of motion. The tertiary mark is a hand-drawn illustration that plays into the vintage, handmade sentiment of the Relwen brand.
We also created a custom wordmark inspired by vintage boy scout and camping ephemera. The bold, simple shapes of the letterforms mimic the vintage utilitarian print materials and help accent the organic shape of the barn swallow. We extended the new brand to include garment labels, hang tags, felt patches, stickers and packaging materials.
The new Relwen website gives the brand an updated aesthetic and provides a simple shopping experience for the customer. The carefully-crafted garments are the focus of the site, so we used detailed, magnified photography to showcase the product first and foremost. Each piece in the Relwen collection also has a unique story behind its design, construction and purpose, so we lead with those stories on each product page.