Plus Mûrs’ curious identity for NO28 challenges the digital and physical spaces fashion inhabits

An abbreviation of ‘Numéro 28,’ in reference to the internationally renowned manga Akira, NO28 is a Parisian clothing brand determined to challenge the relationship fashion and clothing have within the digital and physical spaces they inhabit. In need of an equally conceptual and thought-provoking identity, NO28 turned to Paris-based creative studio Plus Mûrs, resulting in a curious, integratory and considerate brand. Leading the striking execution of the visual language is the practical use of type, encapsulating the brand's message, motive, and background. The typefaces in question are the contextually-inspired Correspondance by Radim Pesko, based on Adrian Frutiger’s namesake typeface famously used on Paris’ metro signage, and Actual Source’s monospace Thermal. In tandem, the two balance the environmental legacy and the retro, digitally-savvy nature of those behind NO28 – holistically embodying the bridge between physical and virtual at the core of the brand. NO28’s integral pop-and-internet-culture references are further embellished in the gamified website design, whereby the user is encouraged to choose an avatar and perspective – creating either a wire-framed or conventional view of the body, allowing one to see how the garments fit and fall on a figure. Furthermore, users can be ranked and gain XP within NO28’s digital community, which can later be used for unlocking discounts, bonus content and earlier release to new clothing drops.