Dothings’ military-inspired packaging system for Bravo Sierra packs a minimalist punch

Military tested, high performance and sustainably produced – grooming brand Bravo Sierra doesn’t mess around. In order to achieve an identity that reflects the same cultivated strength and precision of their products, they called on Dothings for a comprehensive and awakening brand, concluding in a typographically astute and eye-catching visual identity.

The NYC-based branding agency have prospered in simplicity and understatement; finding strength and cohesion in their rigid and minimalist graphic system. Typographically operating at one size, one weight and one colour, the type choice was vital to the success of the identity. Carried across from Bravo Sierra’s logo and basic brand guidelines created by Li, Inc, Dothings opted for the indisputable Theinhardt Medium as their champion typeface.

“We kept this grotesque font for the brand due to its sleek, minimalistic beauty that highlights Bravo Sierra’s commitment to quality, precision and high performance,” Dothings explains, delighting in the minimalist distinction the typeface is imbued with. “We also chose to limit ourselves to one font and weight,” they add, “to focus on the efficiency of the products and convey the ‘no BS’ attitude of the brand.”

Supporting the charmingly austere typographic treatment is a distinct set of glyphs inspired by the military language they found in the product’s testing, providing a necessary hierarchy to the categories of products. “The glyphs also bring an element of contrast and legibility to the brand messaging,” Dothings conclude, “from packaging to the website and merchandising.”

Dothings

Bravo Sierra