A uniform for creators
A collection of iconic essentials, Basic Rights is a clothing brand influenced by utilitarian and tailored classics. Looking to create a distinctive brand identity and world, Basic Rights partnered with Boundless Brand Design to deliver on the brand platform of creative empowerment and celebrate creativity.
Paying homage to its founder, Freddie Cowan, The Vaccines guitarist, we formed a brand story that was inspired by the deep relationship between creativity and fashion from iconic musicians, that also celebrated functions and art that have been around for centuries.
Born from the idea that we all have the innate ability to be creative, we looked to the earliest signs of instinctive human creativity to form the narrative and iconic bison brand marque, relevant to the workers within the creative industry.
We created the Basic Rights website design, featuring a refined and robust typeface within their digital visual identity. The illustrative graphics featured on the website and photography is marked with iconic Persian rugs, best associated with recording studios. Most commonly used to soundproof rooms, we featured this distinctive pattern to represent holding creativity in the space, held within the workwear.
The overall brand look and feel is light and spacious, with a minimalistic colour palette, acting as a blank canvas for creatives to further explore their creativity and expression.
REBRAND, PACKAGING, COMMS, WEBSITE