Clothes to me

When you have something to say, turning the message into an object is easier than it might seem. It is no more difficult than putting an emblem of a corporation or an orienteering team onto well-sewn clothes made of premium fabric rather than whatever came more easily to hand. There’s no need to look for knitwear, accessories, a tailor’s cutter and a seal, each in a different place.

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Merchlab is a clothes manufacturing laboratory — the product is designed and sewn here; all of its printed inscriptions, branded buttons and labels are applied here. Merchlab has its own sewing, cutting and dyeing sections, a delivery service and a Moscow showroom at Krasnye Vorota. The identity is the only thing they haven’t made themselves.

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A wordmark, a logo, and a series of illustrations form the basic set — with all elements united by the idea of customization and variability.

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A severe sans serif is taken as the basis for the wordmark, its edge taken off by symmetrical curves at the beginning and the end of the inscription — a flexibility of line that hints how everything can be adjusted in Merchlab. The first and final letters are tilted towards each other on opposite sides — this simultaneously balances the composition of the wordmark and creates the dynamic effect of a compressed spring, a moving conveyor belt, an orchestra of sewing machines, a couturier’s knife, a thermal press, and a textile printer.

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The logo is a spring at rest. The letterforms have disintegrated and the letters are revolving, as if spinning around inside a garment dyeing machine. And yet they remain grouped in a bundle with a clear loop-shaped center. A series of illustrations depicts the stages of creating clothing in the same playful manner as evoked in the wordmark and logo.

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orbi fundorbi stroke foundation

helps regain their smile

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