I derived their logo from the material itself. If we zoom in at the material under a microscope, we can see that the threads are woven in a specific way to give the fabric its strength. The crisscross pattern of the stitch was abstracted into an image and then minimalized to form the logo.
A user-friendly, modern blue font was used to make the logo stand out against its background. The color blue also symbolizes blueness of denim fabric. I built a brand-guideline for them and, generalizing their logo and extracting shades of blue, constructed design elements, packaging, stationery, social media guideline, website and numerous other artworks.
