A new brand identity for the luxury-lifestyle brand which captures the uniqueness of its founder and his original vision. Extensive research was conducted to establish an understanding of his influences, ideas and goals for the brand. He wanted the brand identity to feel new but also timeless, lasting and flexible.

The carefully constructed word-mark and symbol echo the forms found in the Greek mythology and this resonated with the founder from the very first presentation. The symbol is of a gryphon; A mythical creature which is the amalgamation of a lion and an eagle. By the middle ages the Gryphon was thought to be a very powerful creature hence the symbol evokes a feeling of boldness and authenticity.

The framework provides a kit of parts that can be extended and adapted as MENOLOGY continues to grow and experiment. For instance, the pattern surrounding the Gryphon featured on the brand’s symbol can Service as a graphic device that’s applied across the multiple brand assets. MENOLOGY will continue to work on various applications and expressions of the brand. 

A fun project I completed as Head of Design at lnco Creative.