Identity for Men's Lifestyle Brand.
PATER et FILIUS GmbH
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.