The Edit: five projects including The Future Forward's minimalist identity for Serino

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Rooted in the concept ‘Exceptional without excess,’ Brooklyn and Portland-based creative agency The Future Forward’s identity for Serino is bold, simple, and most importantly, perfectly aligns with the clothing brand’s essentialist vision. Every detail within their minimalistic solution is considered and only exists if it has to, just like the brand’s apparel collections. Combining practicality and elegance, The Future Forward’s typeface choices of Canela and Aeonik provide the brand with a reliable base that sets the tone for the clothing it represents. The former is primarily used as a headline typeface, while the latter appears for Serino’s generously spaced wordmark as well as for functional body copy; resulting in a showcase of how few parts an identity system needs to successfully reflect the brand it’s speaking for. Cocorico is an all-natural chicken brand, offering a range of ethically raised, antibiotic-free and additive-free products. Having spent a number of years concentrating their efforts behind the scenes on research and development, they required a brand update that would give them a recognisable presence within a crowded market; turning to Sascha Lobe and his team at Pentagram to do so. Their pared-back solution centres around a custom wordmark constructed from cyclical and geometric forms inspired by the rhythm of ‘Cocorico’ – the French word for a rooster’s wake up call.