Project background
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Rationale

MAGS Boots is one of the few boot-makers in Canada, crafting their product in the traditional handmade method. My client hired me to create a visual identity for her company and brand her product. The idea was to convey a balance between between old and new values to say “this is something very traditional, but re-interpreted for modern tastes”. These ideas are expressed and represented in the identity of the brand, and of course the boots themselves.

The logo finds a balance of old and new by the way of custom lettering—combining a hand-drawn slab-serif with a modified version of Bickham Script. MAGS is always spelled in all-caps (even in running text) to develop a distinct and memorable way for people to talk about the brand. Product photography is represented as either minimal, or amongst the backdrop of the city’s architecture. A minimalist aesthetic is always present in all communication material, to bring attention to the details. The result is a visual language that is instantly associated with quality and care.