Client

Majls is a High-end street fashion brand for young men, it exists through refinement and progress.

Founded by designer Klas Lindgårde, a combination of basic garment with creative and clever solutions that make for an exciting and unique brand. He sees his work(pieces) (outcome)as a melting pot, from of all of our background cornerstones and meetings in everyday life.

The Majls platform is built upon his various backgrounds in art, textile history, and street cultures. The target audience is mainly people with the same type of background and interest in creative and alternative subcultures.

Back in 2015 Majls was listed as a Sweidish brand to know in highsnobiety, as an underdog among other internationaly established and recognized labels on the list. Well deserved!

Problem

Being influenced by visual heavy street cultures like street art and hip hop, the old identity had a bold, dirty and edgy look. A problem that quickly appears when looking for retailers in the high-end street fashion segment. A market where creativity comes more subtle and is expressed on eg. products and marketing, rather than on brand identities. Logotypes and visual elements are usually simple but distinctive. Working with design in a “less is more” manor, the aim is quality over quantity.

Solution

The research and analysis phase revealed several insights in what made the brand unique. So we then used these features as a framework for the aesthetics. Majls has a very subtle approach and challenges basic apparel with small and unsuspected creative changes through simplicity.

The approach was to communicate these key features by making his logotype both simple and straight forward, creatively playing with type using a thread to stitch the letters together on a geometrical shape visually representing a button.

Agency

Majonajs

Client

Majls

Roles

- Art & Creative Direction
- Design
- Photography by Joakim Karlsen

Outcome

Identity, Labels, Lookbook & Advertisement.

Year

2014-2015