Woody is the reference when it comes to high-quality home wear for the entire family. Many parents can relate to the brief we received; “Dang, our kids are growing up and don’t want to be seen with us anymore!”.
Woody noticed tweens (youths between the stages of childhood and adolescence, ranging from 12-18 years old) dropping-off, because they no longer related to the cute, colourful apparel Woody is typically known for. This self-conscious age group wants to make their own choices. Their clothes are a big part of their identity and those are often inspired by the contemporary street culture of the older youngsters.
We spoke with 125 boys and girls that validated our assumptions:
Out with loud patterns and big visuals, in with understated colorways and quirky details. The unhurried attitude of today’s youth is now celebrated by a home wear collection titled SLOWFWD. It’s a label that curves and bends, just like the person that flops around in it.
To top it off, we commissioned Yeye Weller for a series of bespoke illustrations. His cheerful and silly artworks live and breathe the chill vibe of SLOWFWD. Proven by his 126k followers, he captures the spirit of living at your own pace and on your own terms like no other.
Woody noticed tweens (youths between the stages of childhood and adolescence, ranging from 12-18 years old) dropping-off, because they no longer related to the cute, colourful apparel Woody is typically known for. This self-conscious age group wants to make their own choices. Their clothes are a big part of their identity and those are often inspired by the contemporary street culture of the older youngsters.
We spoke with 125 boys and girls that validated our assumptions:
Out with loud patterns and big visuals, in with understated colorways and quirky details. The unhurried attitude of today’s youth is now celebrated by a home wear collection titled SLOWFWD. It’s a label that curves and bends, just like the person that flops around in it.
To top it off, we commissioned Yeye Weller for a series of bespoke illustrations. His cheerful and silly artworks live and breathe the chill vibe of SLOWFWD. Proven by his 126k followers, he captures the spirit of living at your own pace and on your own terms like no other.
Concept & Strategy
Creative Direction
Naming
Copywriting
Brand & Identity Design
Illustrations by Yeye Weller
Creative Direction
Naming
Copywriting
Brand & Identity Design
Illustrations by Yeye Weller
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“As a lover of hand-painted signage,
I have a dark side I rarely mention:
I have a soft spot for vinyl too. I love to see Impact made extremely wide, and Antique Olive Nord squished to comical proportions […]
There are 96 styles and weights, for all sorts of feelings. Use it for the nail salon, the laundromat, and the mechanic ... Subtlety is for the birds.
Let’s communicate OBVIOUSLY.”
—James Edmondson,
OH NO Type Company
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“As a lover of hand-painted signage,
I have a dark side I rarely mention:
I have a soft spot for vinyl too. I love to see Impact made extremely wide, and Antique Olive Nord squished to comical proportions […]
There are 96 styles and weights, for all sorts of feelings. Use it for the nail salon, the laundromat, and the mechanic ... Subtlety is for the birds.
Let’s communicate OBVIOUSLY.”
—James Edmondson,
OH NO Type Company
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