We were tasked to create a modern and modest brand identity for mens streetwear brand Adamant - whose creative direction was directly influenced by the traditions of the UK’s labour force of the 60’s and 70’s. The brand takes classic workwear designs of the time, re-appropriating traditional British materials and handmade construction techniques to give their collection a unique modern twist edge, all the while rooted in working class histories. This style is immediately at home amongst the high end mens street fashions of the UK and Europe.
The well-trodden, worn slabs from the Aberdeen Adamant Stone Company established in 1822 still stand proud across the UK and Europe. It was from this industry stalwart that the modern take on the Adamant Clothing identity was born.
We created a custom logotype directly from the worn brass inset of these pioneering slabs, and then paired these unique letter forms with the ‘Three Castles mark’, representative of the three medieval castles which once stood on Aberdeen’s three prominent hills around which the city grew.
The combination is a strong mix of old and new — tradition and modernity. This was a the main aim for this identity. This new/old dichotomy is distinct and aimed squarely at the fashion-focused subcultures of mods, casuals which are still thriving today 60 years on.
fortytwo Studio Aberdeen, Aberdeenshire AB11 6HQ GB