Identity for Men's Lifestyle Brand.

Creative Direction, Graphic and Web Design

Slow fashion for the discerning gentlemen.
At the core of PATER et FILIUS is the reinvention of the good old boxers to offer men a perfectly fitting and visually appealing piece of underwear. The story of this premium men's lifestyle and fashion brand is all about masculinity, elegance and non-conformity.

It all started with the design of the fabric prints for the very first collection. Over the years I could not only design the brand identity, do art direction on shootings and set up the website, but also engage in shaping this luxury brand by becoming a partner.

Typography, esthetics and materials needed to represent the brand's commitment to class and quality as well as its understanding of style. Bold coloured products were balanced with a simple and minimal typography and expressive black-and-white brand imagery.

The swimwear collection AQUA has been launched, the first hand-made bow ties are finished and new patterns are in the making too. So stay tuned and follow us on Facebook, Instagram or both.

PATER et FILIUS website.
Brand Imagery by Michel Gilgen.
Copywriting by Clau Isenring.
Manifesto by Marc Schegg.