Branding
Introduction
Solution
Proper Dirty
A unisex label that expresses the art of playwriting and theatrics through merging personal narratives with modern inspired silhouettes.
Proper Dirty
Many of the design elements draw from theatre aesthetics. The typographic direction, for example, is inspired by Founder & Creative Director Ashkan Alaie’s background and roots in the industry.
Typeface
The choice of Franklin Gothic as the primary typeface was influenced by traditional messaging boards seen outside theatres, whilst Production Type’s Sainté Colombe completes the typographic system with its expressive nature, like music, an irreplaceable counterpart in performative arts.
LOGO