zhiwenshao

This is a project finished during my internship at RIFLING Studio (winner of the 2024 New York ADC and D&AD Wood Pencil awards).

For the rebrand of a top ready-to-wear fabric manufacturer, we approached it from the perspective and thought process of fashion designers. Designers are accustomed to reading people through various “labels.” From this lens, we transformed the idea of labels into the brand’s logo. It signifies: “I share the same vision, taste, and insight as a designer — I understand you best.”

At the very beginning of the project, we focused on the concept of “labels” as the starting point for logo ideation. Drawing on the brand’s positioning within the fabric category, we developed a graphic identity that highlights the distinctive qualities of labels. Just as a paper mill is to graphic designers, a fabric manufacturer is to fashion designers — it provides the very medium of creation. Through this rebrand, we sought to reveal the unique, characterful side of fabric.

Sketches of logos

At last, we chose a simple yet cohesive shape, which can be explained as a frame and a label, and easily applied in motion and other colleterals

Customized logotype in Chinese and English

Different fabric collections are distinguished by their own color combinations.

Starting from 2024

Based in London and China