Work / Brand Identity, Advertising & Campaigns, 3D Visualisation

Afreman

A clothing brand built from a horse and a rider: identity, labels, collections, photography, 3D and the TV commercial.

Afreman is a clothing label I built from the ground up: the rider-on-horseback mark, the brand book, garment labels and swing tags, the fall and spring collection campaigns, art-directed photography, 3D characters inspired by the Shahnameh, and the brand's TV commercial.

Client

Afreman

Role

Brand designer, art director and video producer

Team

Own studio with a photo and film crew

Years

2020

Year

2020

The mark

A rider on a running horse, drawn to work tiny on a label and huge on a wall. The wordmark is spaced wide so it reads as quiet and expensive.

Labels and packaging

Woven labels, swing tags and business cards in black, white and a pale sage, so the brand feels the same in the hand as on screen.

Collections and photography

I art-directed the fall and spring collection shoots: black and white, wide-brimmed hats, wool capes and long shadows.

Film and 3D

I produced the TV commercial and built 3D characters and scenes in Blender, drawing on the Shahnameh, the Persian Book of Kings.

a horse and a rider

Tiny on a label, huge on a wall

The mark had to work at every size: woven into a label a few centimetres wide, and painted across a wall.

The fashion film

A 90-second fashion film for the brand, made with Iris Pictures: riders, hats and wool capes in the open hills, ending on the mark.

The commercial

Concept, production and edit: the brand's TV commercial, shot in black and white like the campaigns.