Visual identity for Cycle Lab, a South African based cycling retailer. Drawing from vintage cycling tour posters and research of contemporary mountain and road bike culture, we created an identity where the line would lead the way. Whether smooth and curved, or hard and rigid, every line told the story of a personal ride. The logotype furthers this concept, drawing from aesthetic traditions of both mountain and road cycling.
Butcher Boys, a traditional South African butchery located in the heart of the Highveld, comprising of twin brothers who have perfected the skills of their profession. The resulting corporate identity was designed to compliment an ethos of simple perfection. A wide spectrum of stickers were created to aid product specifications and offerings while the logo was inspired by an American Schwinn bicycle on display in a store that is truly a space of pride for meat lovers.
When the time came for our Creative Director Marcii Goosen to tie the knot, we designed her a wedding invite that was as much a reflection of her personality as it was a representation of the spirit of the marriage ceremony.
With the wedding date falling on the spring equinox, solar and lunar cycles where used along with intricate fold lines to indicate the days timeline. A map created with hand-made stamps aided the guests in navigating the various locations of ceremonies around the beautiful farm of Kersefontein, located just outside the town of Hopefield in the Western Cape.
Designing our personal identity was simple.
Something a little different, and completely monocromatic.
The raw process behind crafts, especially woodcarvings and traditional textiles, inspired us to start with hand-cut paper painted with ink. We moved things around and got the composition right from behind a camera lens before digitising the images in such a way that we kept the organic line of the shapes. The resulting pattern was a cost-effective solution: 8 separate stamps meant hundreds of unique options for in-house production of everything from business cards to wrapping paper. Being introduced to craft from a new angle also informed our approach to the spatial identity created for the interior of the store.
In collaboration with TDC Interiors.
Our graphic research fast immersed us in a substantial and beautiful graphic library in the archives of this 120-year-old, family-owned, Namibian departmental store. We translated the strong Germanic elements and influences of calligraphy into a contemporary yet classic relevance with all logo elements validated by the rich heritage of the company. The owner still sends handwritten letters and we were touched to be able to apply his new logo design to his personal stationery. The spatial identity designed for the Kaffee Bar included historic details right down to the names of salads in the menu. The history of the store was brought to life even further in detailed departmental illustrations. Soon we were so versed in the history of the store and had such a good relationship with the delightful Adriane Jandrell née Voigts that we proposed something that came to be known as a wooden tapestry. Crafted for behind the point of sale, it passes on memorable stories of the family, the store and the country to a modern audience.
Luke and James design bespoke and iconic furniture so we focused on their fabrication process for inspiration and found a characteristically open-minded and pioneering approach. It called for a rarely used, Japanese system font, free of loaded associations, which effortlessly balanced the angular radii and compass-drawn arc. The form of these shapes references the geometric deconstruction of their flat pack furniture while deriving from the positive and negative space of a ‘p’, ‘+’, and ‘l’ to credit the collaboration between the two designers.
To create an accurately place-specific identity for this local deli, we did extensive research in the National Library on the rich history of the Tamboerskloof area. We found stories of cafés at the end of the old tramway where scholars of the underground people’s language, Afrikaans, convened. Their cultural significance perfectly complimented the traditional South African tuisnyverheid. Much of the kitchen fare served at Tamboers Winkel takes inspiration from old tuisnyverheid recipes and so we created an entire dialect based on the pedantic, yet all but specialised, personality type that famously managed these beacons of culinary culture. We used a series of illustrated carving instructions for the store’s rotisserie chickens, a hand-generated typography and an entire corporate identity of stamps, bringing Afrikaans hospitality back into the heart of Cape Town.
The logo redesign for this communication consultancy needed to take a whimsical and character-driven symbol and translate it into something more graphic, minimal and flexible. The resulting geometric logo reflected the transformation of pulling a rabbit out of a hat in an effective representation of the 3-women-strong unit that makes up the company.
For the concept of an online delivery service of beautifully arranged kitchen fare with a farm-fresh feel, we packed the website with photographs that had a strong sensory, almost palpable element and designed string and wrapping paper for a unique presentation upon delivery so that the only impersonal part of the experience was the convenience of being able to order online. The visual reference to spoons denotes the variety of ingredients so important to thoughtful preparation as well as referencing the literal meaning of the title pun.
TDC specialises in designing and building functional retail spaces and, with a rich history behind the company, the visual identity called for a bold, timeless approach. The resulting identity was informed by the principles and practices of the companies’ diversified design team.
In collaboration with TDC Interiors.
We had the privilege of doing proper research in situ for this family furniture store rooted in Cape country towns. We gained a deep affection for the company and the people they serve that left us empathising with the need for education around credit purchases. Thanks to quite a homogeneous customer base, and especially given that all employees are locally sourced, we were able to indulge in a rich play with the strong prevalent culture. We created a prominent voice that reflected the honesty, pride and humour of local vernacular in an open way and dissuades the trap of hidden messages or small print. The local visual language of hand-painted signs lent us the sense of agency characteristic of small, self-owned businesses and complimented the friendly tone of voice. We also saw the surrounding vistas as part of the local visual landscape and incorporated it by means of floor-to-ceiling photographs paired with celebratory quotes from the area by way of a salute to the close communities in these towns.
A poster series for the exhibition of CLRS in situ Volume 1 Kalkoennes. Designs for the posters exhibited, by Franco, Bruce, Dale and Marcii, were inspired by and in response to the installation documented in the publication on display. Too see images of the publication and find out more about the project, click here.
CLRS & CO was asked to deliver a corporate identity, one which would reference the existing Wecke & Voigts logos but which would communicate a strength equal to the all-embracing nature of the Wecke & Voigts Group. In creating a logo for the Group it was necessary to echo the logos previously developed for the department and wholesale stores, both of which cross-bred contemporary lines with strong references to the German graphic heritage of the businesses. It was equally essential that the logo communicate the spirit of collaboration and co-operation that has enabled Wecke & Voigts to prosper over a period of 122 years.
There have been approximately twenty Wecke & Voigts logos in the company’s 120 year history, most of them influence by German graphic history. In creating a contemporary logo for the Wholesale business it was essential that we reference this rich heritage while echoing the open dealings for which the business is known and respected. Much of the conceptual thinking around this had been performed in relation to the department store logo, where the font Futura Lt Std was chosen to impart a sense of history, without feeling anachronistic.
CLRS & CO was commissioned to supply a full brand identity, determining how, when, where and why the Absolute Pets brand should create and sustain customer value. The brand model would enable the company to become a path-breaker in the South African pet sector, by recognizing the stronger bonds that exist today between pet owners and their dogs and cats, by stressing the mutual benefits that come of such relationships and by providing premium products and services that best enhance them. The work was to include three dimensional in-store communication, in collaboration with the TDC&Co. interior design team.
Started by Mareli Esterhuizen in 2004, School of Light is a photography school based in Cape Town and known for its intimate classes and personalized approach to short course photography tuition. The brief was the creation of a brand identity. Pleasingly, the client requested a highly conceptual identity, imposing few limitations.