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Doing it for the Cuddles

Brand Identity

Long term client, DJ/ producer Will Clarke, approached Superfried to develop his own apparel brand.

Will's idea was to harness the awareness he had built for his unique hash tag phrase – Doing it for the Cuddles – which perfectly summed up his approach to life and the industry. In recent years he had made consistent use of the slogan as a sign off across all of his social media platforms. In addition, Will also wore the merchandise whilst on his American tour with the Dirty Bird label prior to the launch. This developed a high demand and appetite for the new products.

For the logotype a bespoke type style was developed. This was also applied to additional straplines written to reinforce the ethos behind the brand. A stylised heart logo marque, containing a hash tag, was designed in addition to bespoke product care icons. Upon receiving the product shots from from Pearcey Proper, an animated teaser advert was built for social media. Lastly, the imagery and graphic language were utilised to consistently style the Big Cartel online shop.

Photography by Pearcey Proper.

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