Rebranding A.P.C.

(Graphic Design, Branding, Visual Identity)

A.P.C. is a French clothing brand created by Jean Touitou in 1987, authentic and accessible by way of its style, prices and philosophy. While A.P.C. first gained renown for its classic jeans in raw denim, the brand now offers a complete collection of men's and women's clothing and accessories that embodies a simple, casual elegance. A.P.C. literally means Production and Creation Workshop: the brand attaches equal importance to both. Without production, creation remains at the id ea stage. And without creation, a garment will have no soul.

The original A.P.C. logo is flawlessly bland. The sans serif shows the minimalistic aesthetics of the label. In this rebranding project I am trying to bring vibrancies and diversities into this brand. By having three-dimensional modular typeface, the logo can interact with other elements in different forms. The colour scheme of the words is variable depends on the specific collection (for example the Denim collection or other collaborations.) The mass iterations in single design display the diversity of A.P.C. and its ambition in global fashion industry.