Customellow Brand Identity

Customellow is a retro contemporary menswear brand launched in 2009. Through this brand renewal, we aimed to reinforce and expand the value of reinventing classic styles discovered in old customs(custom) with a witty perspective(mellow), and firmly communicate this to our customers.

We derived the design concept 'the mellow eye,' which signifies a witty perspective that views the obvious in a new light. The new brandmark features a tilted 'e' that embodies this design concept, and the distinctive wordmark width continues the classic typewriter style, an existing asset. The candle symbol represents the subtle spreading of the brand's unique sentiment. The previous symbol was refined to eliminate unnecessary parts, resulting in a minimalist and modern sensibility.