I AM THREADS / SYDNEY , AUSTRALIA
I AM Threads is a startup quality clothing brand for women and children. It is all designed and manufactured in Bondi Beach, Sydney. It consists of beautiful organic cottons with simple classic cuts. 'I AM' opens up a dialogue to how we are feeling and what energy we want to give off. Sophie the founder and designer likes to call the clothing 'mindful wear' because each item of clothing has a thoughtful message and graphic on the front. By wearing these positive messages, Sophie hopes the clothing will effect the wearers mood and those around them for the better.
2018
I wanted to make sure this brand could cover both the adult and children's clothing. It needed to be friendly and playful but not too childish. I came up with some custom lettering for the I AM. I wanted to make sure you could quickly notice it was a clothing brand, so the lettering represents stitches relating back to the name ‘threads’. The 'X' was a playful 'kiss' which was then the symbol and icon for the brand. This 'kiss' could be stitched into the clothing by hand. It houses the colour for the brand and has a playfulness about it, which sat well across the children's and adults branding. The brandmark is contained in a rectangular shape as a nod to a clothing tag.
The paper stocks and fabric choices for the packaging etc has been kept neutral to reflect the natural organic cotton used within the clothing. The clothing tag is printed on a natural, uncoated, textured stock and the custom printed garment bag is made with a natural calico cotton.
The name ‘I AM’ lends itself to a question, ‘I am ………’. This list could go on, as we could be feeling many different things at any given time. I used this as an opportunity to build a type style/structure around around how text could be used within the brand. It highlights the language, and celebrates the fact that each of us are unique and should be celebrated.
“Amanda really understood the brand I was trying to craft, SHE creatively transformed THIS into the I AM Threads’ brand ‘look and feel’ and logo. She cleverly constructed my logo with so much thought behind it. Working with Amanda was such a pleasant and professional experience and I continue to reach out to her for inspiration and design guidance.”
SOPHIE MATSON - FOUNDER