Chute is a new to market product brand. The founder, a fashion designer, with an inclination for technical material was enamoured by the balance of technicality and beauty ripstop nylon claimed. Identifying an appetite for technical material in the retail sector she came to us to hatch her brand.

We arrived at the name ‘Chute’ as a nod to the modern parachute, a product engineered from the same fabric. We reconfigured the brand foundations accumulating in a narrative with a clear point of view and direct purpose, ‘Chute’ with an urban inspiration, blends conceptual-meets-functional design with a signature fabric identity. A contemporary reinterpretation of unisex collections.’ That spoke of the benefits a pure product provides, ‘Chute is a mindful brand offering simple, functional products designed to over-perform.’

The identity is a very literal translation of the product with a utilitarian core and characterful simplicity. A lean toolkit was developed and can be broken down into to two key components, the unique and singular use of material paired with the reductive but charming graphic expression of type and geometric lines. Obtaining distinction through the neat and tangible intersection of the two. The wordmark, a robust package of characters, is an appropriate balance between the familiar and the unusual, technicality and characterful with its gentle arc – another nod to the parachute. Finished off with a set of logomarks individually compact and full of verve, a monochromatic colour palette which places impotence on material and clean, fuss-free art direction.