Twenty Nine

Fashion brand identity redesign

A seam is like our internal code, says Tanya Fomicheva, founder of the women’s fashion brand Studio29. In 2023, the studio decided to undergo a visual identity redesign and rebrand as Twenty Nine.

Adhering to the studio's manifesto, we crafted a fresh style by engaging with threads: transforming machine stitching into typography. The letters weave fashion photographs onto a canvas, evolve into an overlock, and even shape into patches.

Type Type's TT Norms Pro font serves as the foundation of the design, to which we introduce custom display letters and icons. We intentionally limit the number of these symbols to maintain a delicate accent, ensuring that they do not detract attention from the clothing.

Type Type's TT Norms Pro font gets display letters. There are deliberately few such letters: accents should be delicate, because we wouldn't want to drive attention away from the clothes.

Simple grid allows to choose different image proportions and arrange typography in various ways. In the end, all images are stitched to paper by text.

Thanks

The project was completed in collaboration with the talented Nadya Maslennikova at the British Higher School of Design. Gratitude extends to the wonderful Kseniya Alexandrova, as well as other teachers, peers, and staff for their unwavering support and the inspiring environment they provided.

Heartfelt thanks are also extended to the Type Type Foundry for their open-mindedness, insightful advice, enjoyable conversations, and the opportunity to delve into the world of actual typography.

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