BRANDING•DIRECTION•DESIGN

Adobe

Apparel

Planepat

US Air Force Inspired

Location

New York | NY, NY

 

Brief

Create branding, logo, and a cohesive creative direction for a New York-based streetwear label inspired by the USAF. The brand seamlessly blends the raw, gritty aesthetic of NYC street culture with the precision, functionality, and legacy of military design. Drawing from the Air Force’s iconic visuals, the branding takes cues from aircraft stencils, pilot insignias, and utilitarian details, merging them with a modern, urban edge.

 

Tools

Hand-Rendered and Adobe Illustrator

Planepat is a New York based streetwear clothing label who wanted to use aviation as their central branding concept. Based in New York Planepat

 

I was tasked with creating an identity for them which they had not used before. The previous iteration had used a very obvious mark of a plane in various different styles but I preferred to  offer a more unique twist on the concept of flight with relation to what the brand was all about. I took the fighter plane insignia in relation to the triangle and went with the concept of thrust.

...We combine a United Air Force aesthetic with the streets of New York to create something truly unique...

Sketchbook

Stage

I asked the client to come up with a list of keywords which would crystallise the brand and how the wanted the brand to be perceived by their audience and the public at large.

 

From that point it was a matter of exploring the cues discovered through brainstorming session and finding what worked and hat didn’t and building upon what worked and casting side what did not work. I then focussed on the airplane air force insignia.

Apparel

Designs

Along with the usual approach of using the brand as the basis for some apparel designs. We decided to use incorporate the unused logo concepts for motif apparel designs.

These were carries into paper tote bags along with  beanie hats but also made use of some of the unselected logo concepts as apparel print motifs.

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.

Sweatshirt jersey with the Planepat logo screenprinted on top. This is a pretty standard aporach as it advertises the brand to passers by.

Using the other design concepts worked well as t-shirt logo ideas so none of the effort in creating those went to waste.

Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.

Beanie hat were also looked at. this design utilised a patch over which the Planepat logo was embossed and printed.

Shopping bag with the logo printed onto top. I felt this worked well with the brown paper bag.

Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.

SIMILAR PROJECTS

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.

Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Clickable home icon to inicate to the user that tapping this will take them to the homepage
About icon button in mobile navigation to visit the About page
About icon (active) – You are viewing the About Us page.
"Product icon (active) – Currently browsing our print-on-demand store.
Product icon linking to our print-on-demand store page for browsing and purchasing items.
Highlighted Praise icon in navigation showing you are currently on the Testimonials page
Testimonials icon showcasing customer reviews.
Active contact icon indicating you are on the Contact page
Contact icon directing to the social and contact page.

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.

Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Clickable home icon to inicate to the user that tapping this will take them to the homepage
About icon (active) – You are viewing the About Us page.
Arrow icon; click to go back to the previous page you were on
Mail icon providing a direct link for users to contact the website via email.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.
Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.

Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Rory J. Murphy Logo - Click to go back home
Clickable home icon to inicate to the user that tapping this will take them to the homepage

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.

Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Clickable home icon to inicate to the user that tapping this will take them to the homepage
Arrow icon; click to go back to the previous page you were on

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.

White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Rory J. Murphy Logo - Click to go back home
Clickable home icon to inicate to the user that tapping this will take them to the homepage
About icon button in mobile navigation to visit the About page
About icon (active) – You are viewing the About Us page.
"Product icon (active) – Currently browsing our print-on-demand store.
Product icon linking to our print-on-demand store page for browsing and purchasing items.
Highlighted Praise icon in navigation showing you are currently on the Testimonials page
Testimonials icon showcasing customer reviews.
Active contact icon indicating you are on the Contact page
Contact icon directing to the social and contact page.

White military-inspired t-shirt featuring a bold red insignia, rugged aesthetic, and tactical streetwear appeal.

Black sweatshirt with a military-inspired design, featuring bold tactical elements and rugged streetwear aesthetics.
Paper shopping bag featuring the Planepat logo, combining eco-friendly design with a bold, military-inspired aesthetic.
Black wool beanie with a military-inspired design, offering warmth, durability, and rugged tactical streetwear appeal.
Planepat fashion brand shop sign with bold, modern typography on a sleek storefront, reflecting a contemporary aesthetic.
Rory J. Murphy Logo - Click to go back home