ATLB
I rebranded an existing Montreal-based clothing boutique and created a new visual language and brand guideline.
Timeline
2019-2020
My role
Logotype design & branding
Tools
After Effects, Indesign, Illustrator, Photoshop
What lies beneath
Atelier B a clothing shop proud of its usage of natural fibers, classic craftsmanship and a timelessly-cut, bare style. They rely on the belief that simple pieces are what customers go back for since they will never be out of trend. In short, the brand is bare & sturdy, evolving slowly yet firmly.
![](https://framerusercontent.com/images/GGKkHQ0G1ujFEHszrghLGKMp1c.jpg)
Process and inspiration
Atelier B offers custom tailoring with its in-house alteration and repair services. The inspiration behind the logo stems from the patterns and sonic rhythm created by sewing machines.
![](https://framerusercontent.com/images/EELSFRqGy5hx7ammN5LAeBhZV4.jpg?scale-down-to=4096)
![](https://framerusercontent.com/images/G3FHZ4JJIopQuJCVUkXdkafo6M.jpg)
![](https://framerusercontent.com/images/2aC6BaUxsptIaDlMEdYqPejDzts.gif)
![The Clue add-on on desktop and mobile.](https://framerusercontent.com/images/ud6oTJQqQCoUgDXjVyyhdsMQq0.jpg)
![](https://framerusercontent.com/images/2u6jXkuK26XjL8GWN9ZEpL0m564.jpg)
Raw & Refined
The logo’s chiseled corners and mechanical quality is stitched together into a sturdy, metallic structure. It is practical, simple and stands as a symbol of their core values and beliefs.
![](https://framerusercontent.com/images/MA48wcfPHqOT2PhSNIz52gf6Bk0.jpg)
![](https://framerusercontent.com/images/vtRkT0WRXpFPwL4p4tvTP5RNIsE.jpg)
![](https://framerusercontent.com/images/zaRfoqiaTw2zsdzSKd80XMbBbM.jpg)
![](https://framerusercontent.com/images/z8a1mH7AqzecNGyKxiD4WdmAI.jpg)
Contrasting materials
A number of raw materials have been integrated into other brand elements as a way to contrast their refined craftsmanship to their bare clothing silhouettes. Materials such as stone, cement and steel are used to bring out a brutalist edge and attract a younger audience.
![The Clue add-on on desktop and mobile.](https://framerusercontent.com/images/cSIXEv0bh0rwx3MvUanyQG2RuN8.gif)
![](https://framerusercontent.com/images/c3IUwdY626I4VnUvFBZwJGu1vk.jpg)
![](https://framerusercontent.com/images/6I3934Hy6Lg5MFVmmEdRttOFzFk.jpg)
![](https://framerusercontent.com/images/9cpnOTP3Pb26Ry0TQ5pyTxpaJA.jpg)