Moodley create an elegant yet cheeky identity for a stockings brand that is anything but boring
Munich-based Airless Fashion GmbH have made it their mission to create tights that express female independence and courage. Their new brand Saint Sass, with its defiant slogan-bearing tights, aims to combine stylish elegance with the self-confidence of its young target group. To encapsulate this energy in a fitting brand identity, Saint Sass turned to design and strategy company Moodley.
The multinational agency worked with Saint Sass to create a new identity that characterises the unapologetic confidence at the heart of the brand, placing the protagonists in the foreground. “The briefing was to create a mixture between artsy Berlin and Parisian chic,” Creative Director Nora Obergeschwadner tells us, “this contrast was picked up in the typography and in the colours.” The base typeface for the logo is NT Cicerón, “some letters were adapted though,” Obergeschwadner explains. Inspired by iconic typefaces such as Didot and Bodoni, the serif is elegant and sleek, with atypical touches that provide a modern and edgy personality.
Supporting the wordmark and providing the Berlin boldness is the classic sans serif Helvetica Neue, which appears in a striking orange-red throughout the identity. The text comes in the form of assertive phrases in all-caps and justified spacing, sitting proudly on top of daring fashion photography and paint splatter textures.
The Paris-Berlin personality of Saint Sass is encapsulated in the brand’s trio of colours, with the more feminine Parisian rose serving as a backdrop to the brighter tones. The eye-catching orange-red is used, “for the cheeky content,” Obergeschwadner adds. Giving these two colours breathing room is a bright white, which primarily appears in the form of the energetic paint splatters. Reminiscent of the techniques used by abstract expressionist Jackson Pollock, the splatters are hand-painted and then digitised; not only creating texture, but also providing a dynamism and playful spontaneity that speaks to their target audience.