Navarra.is seek expression through restriction in their identity for Tokyo fashion brand SUMPRY

Tokyo-based architecture practice Atsuki have sought to combine their love of the utilitarian and their inclination for simplicity with their own essential clothing line, SUMPRY. Designed for the everyday, the line is tailored for form and function and, as a result, was in need of an identity to match. Turning to Navarra.is, the Berlin-based design studio tackled the task both typographically and, fundamentally, systematically. Following the brand’s colour range and six categories – Weekday, Formal, Home, Mood, Sport and Holiday – Navarra.is developed a slick packaging structure that serves a pragmatic, informational role as well as an aesthetic one. As not to distract from the identity’s striking grid system, the studio began with their limited monochromatic choice of colour palette. “The deceivingly simple layouts of the packaging are ripe with complex details that require a bit of attention to be seen,” Navarra.is’s Kirill Borisov tells us, noting a methodology that’s also carried over to their choice of typeface.