Damoy

Over the last few years Damoy Antwerp grew to become an iconic fashion retailer. They recently opened up a brand new store in the heart of Antwerp. Founders Arthur and Florence asked us to strengthen their identity and design their online platform as well as print collateral. All elements for Damoy Antwerp are designed to reflect their clean and minimalistic aesthetic. We for instance designed their graphics with architectural shapes and forms in mind. Inspired by the calmness that can be found in geometry, we created Damoy’s logo using the Simplo typeface. We created countless attempts, playing with arcs, angles, widths, and spacing before we landed on the perfect version. For us, the real beauty was found in the subtle details, barely perceptible to the eye, that disregarded the rules of geometry despite everything seeming perfectly balanced at first glance. For us, the logo is the founding element of a brand’s identity. Carrying the weight of a symbol, its every detail communicates information about the brand to potential customers.