For the identity, the concept of duality was distilled down to a core idea which embraces the duality of the business, Precision naturally. The two sides of their voice became the base for a typographically led identity. The pairing of Aeonik – a bold and precise font with modernist and Grotesk qualities, alongside a more delicate stencil, which references nature and a gives nod to the form cutting shapes used in underwear construction. The juxtaposition of the two contrasting typefaces to create a tension that acts as a sprinboard for their conversations around industry and consumer change.
Duality was carried through with a monochrome colour palette, used for its boldness, authenticity and transparency and the art direction used a combination of colour and monochrome to carry the theme through – with natural environment imagery treated in colour and b&w used for agency related themes.