Paper Denim & Cloth


Paper Denim & Cloth is known for their clean, classic clothing. This minimalist style was reflected in their original Helvetica-typeface logo. When they were looking to rebrand, Farewell worked with Paper Denim & Cloth to identify which of the original design elements in their branding system were working, and then updated those that were not. Looking to the Swiss Style design philosophy of cleanliness, readability and objectivity, Farewell unified the messaging across all printed materials and modernized the logo without losing its original identifying marks.

This redesign included a stationary system, product trims and packaging. Farewell also overhauled the brand’s photography to reflect the theme of simplistic beauty, first providing photo direction before beginning to shoot the imagery in house.