Packaging & Identity — 2024
Atlas & Co.
Crafted to Last
Identity and packaging for a heritage menswear label entering direct-to-consumer — a system rooted in craft, restraint and one bold signature.
- Client
- Atlas & Co
- Year
- 2024
- Services
- Visual Identity Design · Brand Strategy
The
challenge.
Atlas & Co had ninety years of wholesale heritage but zero consumer recognition. Moving direct-to-consumer meant competing on shelves and screens against digitally-native brands with none of their visual loudness — and without losing the quiet authority of the archive.
Creative
strategy.
We built the brand around provenance. The strategy kept everything Atlas & Co already was — British craft, honest materials, understatement — and sharpened it into a single ownable device: a signature ribbon and seal system that travels from garment label to shipping box to unboxing film.
Design
process.
We started in the archive: ninety years of ledgers, labels and catalogue plates. The best material was already there — engraved seals, parcel tape, the typography of shipping manifests. The design task was excavation, not invention.
The identity pairs a restored archival wordmark with a contemporary typographic system, and introduces one modern gesture: a vivid ribbon that seals every package and appears as a single accent across the identity. Packaging was engineered for the unboxing — each layer reveals craft details, from embossed tissue to a numbered provenance card — turning delivery into the brand’s most shareable moment.
Guidelines covered print, fabric labelling, digital and retail, with production files built for the label’s existing Lancashire supply chain so nothing required new machinery or minimum runs.
Final results.
+212%
DTC revenue in year one
£148
Average order value uplift
18%
Repeat purchase rate
“They understood our archive better than we did. The new identity feels like it was always meant to exist.”
Eleanor Ashcroft
Creative Director, Atlas & Co
Visual gallery.
