A flexible typographic identity based on the heraldic system.
Escuyer is an undergarment brand that provides men with a service which releases them from the burden of shopping for basics in order to give them more time to do what they really want to do.
For this project, Modern Practice has been nominated in the 'Graphics' category for the exhibition 'Design of the Year 2014' at the Design Museum of London.
In today's society men need to look impeccable on all levels. Yet shopping for basic garments isn't utterly exciting and is often considered a waste of time.
The time men save with 'Escuyer' can be used for more fruitful activities like sports, culture or business.
The name Escuyer comes from “Esquire” in old french. As in the Middle Ages the squire was there to help the knight, today the brand Escuyer is there to help men by offering them quality essentials and more free time.
We created a visual solution based on the heraldic system. This typographic reinterpretation of heraldry is not only linked to the Escuyer brand name, but also conveys the brand’s world.
While the “typographic heraldry” stands for Escuyer’s refinement, its multiple variations translate the flexibility and adaptability of the brand towards its customers.