United Soul

AFOM won the job to design the brand identity, packaging design and shopfit for United Soul — a new retail venture for Peter Strain & Jayne Ellis (former owners of an established fashion house). The focus is to create well tailored clothing for both men and women between the ages of approximately 45 – 65 years.

Drawing inspiration from the name, a circular venn diagram marque representing both men and women ‘uniting’ was created to work in harmony with the simple understated logotype and circular theme of the packaging. This marque was embroidered on clothing, made into a light box inside the store, and took form as a bespoke painted pattern on oak floorboards.

The sexes are colour coded in black and white (a Yin/Yang reference) which clarifies the separation of men and women’s clothing. This colour coding is applied to the swingtags, stitched labels, carrier bags, changeroom doors, and shelf edging.

Peter and Jayne loved the warm interiors of historic tailors, yet were keen to avoid a heavy atmosphere and sought to strike a balance between old and new for the United Soul store. Timber cabinetry was designed for the shopfit, to give warmth and a sense of craftsmanship. Further referencing tailor traditions, a brass ruler was inset into the counter. For a contemporary edge, a Marcel Wanders ‘Skygarden’ light was incorporated for its monochromatic and stylistic contrast, its modern shell housing a traditionally decorated pattern inside. The custom painted floorboards play with the idea of classic chequerboard flooring but with a modern technique and feel.

AFOM collaborated with talented industrial designer Anthony Hamilton-Smith to create a bespoke interior sign which was suspended from a double height ceiling, meticulously made from hundreds of glass beads strung on wire which cluster together to read United Soul.

Photography: Shane Loorham

Copyrights:
AFOM – http://www.afom.com.au/