Brand Brothers design graphic identity for new brand Apocope

Paris and Toulouse based graphic design studio designed the graphic identity for a new Parisienne brand of men’s leather goods, Apocope.

The name is inspired by the Greek ‘apokoptian,’ a figure of speech that is characterized by the abbreviation of a complete word, and keeps only the first syllables. Apocopes are a strong marker of French culture and urban style and also reflect the French’s active lives, where they are always on the move and seek to take shorter routes to save time. The practicality of apocopes aims to resonate with the primary function of leather goods and their usefulness to the consumers who wear them.

At the heart of the brand lies an in-house typogram, with the the work articulated around the typographic compositions. The  monograme, Apo (the apocope of Apocope) becomes a pivot around which the messages are composed and decomposed.