backstitch.

Project type Concept branding & identity design

Client Backstitch (Fictional brand)

Date 2025

Tools used Midjourney, Photoshop, Affinity 3

Project goal Create new brand identity for fictional tool kit company Backstich

the project.

(full brief below)

A conceptual brand identity developed for Backstitch, a fictional toolkit company focused on engineered, long-lasting repair systems for clothing and gear.

This project explores two visual directions: one grounded in rugged technical functionality and the other in urban style and customisation. It also defines a flexible logo system that communicates durability, precision and purposeful design and works across media like billboards and packaging.

A collage of images related to outdoor activities and apparel, including close-ups of fabric, clothing, and gear, color palettes, technical diagrams, athletes, and a Patagonia logo, all on a black background with the text 'moodboard 001'.

direction 1.

This first direction focusses on lifestyle, durability, technicality and adventure. Slighty worn, earthy tones define the palet, the "fix-it lifestyle" is heroed mainly by cyclists, athletes and sport players in photography. This direction is all about understated functionality and human precision.

Tagline:

Competent. Technical. Understated.

A digital moodboard titled 'moodboard 002' featuring various images including fashion photos, abstract textures, color palettes, and design elements, all arranged on a black background.

direction 2.

This direction focusses more on the style side of the brief. Custom repairs with cool effects, heavy on style and customisation. Bright, industial color palette paired with off whites greys and blacks. Target audience mainly geared towards urban explorers, creatives and streetwear lover.

Tagline:

Live with style, precision, and zero compromise.

Black and white logo with a shield and geometric design, text reads "BACK STITCH" and "est. 2025".

the logo design.

The BACKSTITCH logo is the primary expression of the brand. It is built as a technical system combining a custom logotype with an engineered emblem.The logo communicates durability, precision, and functional intent.

The full system, made up of a main lockup and 3 extra variations, is designed to function across physical and digital environments, from packaging and tools to documentation and interfaces.

a slice of the full brand identity.

Slide with black background and large white text that says 'brand presentation.' Top left has logo 'f.b studio'. Top right has small text 'Client presentation'. Bottom left has small text 'Created for BASTARDSTEL'. Bottom center has website 'friendly
Slide with black background and large white text that reads '01 client brief.' In the top left corner, there is a logo that says 'f.b STUDIO.' In the top right corner, there is small text that reads 'Client presentation.' In the bottom left corner, t
A presentation slide titled 'client brief' describing BACKSTITCH as a technical repair brand that designs durable, field-ready tools for clothing repair, emphasizing its blend of urban technical wear and work gear, focusing on clarity, confidence, an
A white presentation slide displays the company description for BACKSTITCH, a modern repair brand. Text highlights the brand's focus on durable repair kits, resilience, functional design, and sustainability for clothing repair, with branding and webs
Back Stitch logo with shield emblem, black text, and a description about creating technical repair systems for clothing.
A presentation slide with the title and mission, vision, and positioning statements. The slide features three columns of text with bold headers: 'mission.', 'vision.', and 'positioning.'. The mission emphasizes strengthening a culture of resilience,
A presentation slide titled 'brand values' with four key traits listed around a central logo: durable, technical, competent, and understated. Each trait has a brief description.
A black and white logo with a shield shape containing stylized 'W' and 'X' symbols and the text 'BACKSTITCH est. 2025'. To the right, white text on a black background explains the logo lockup and its design principles.
A presentation slide explaining logo variations for the BACKSTITCH logo system, including primary, icon, label, and horizontal versions, with descriptions and visual examples on a black background.
A presentation slide showing the logo for Back Stitch, including a building with the logo, a badge, and sewing kit tools like a needle, screwdriver, and various bits with matching logo designs.
A presentation slide titled 'brand colors' showing four primary colors (blue, green, orange, yellow) with their hex codes and color specifications, along with four neutral shades of gray with their hex codes, describing the use of backstitch color pa
A presentation slide showing a logo with a shield and stitched design in four color variations: black on white, white on dark gray, yellow on black, green on black, and orange on black, with the text 'colors in action' at the top right.
Design mockup of a tool kit, first aid kit, and branding elements for 'Back Stitch', featuring icons and text for each kit, with a black and white color scheme and some yellow and orange accents.
A digital display advertising poster for Back Stitch, a clothing repair service, placed on a sidewalk with a wooden wall background and shadows of leaves.
A design layout comparing three different fonts: Rubik Dirt, JMCH Typewriter dry Black, and JMCH Typewriter dry Regular, with sample text and alphabet samples for each. On the right side, it includes a placeholder for a title, lead, paragraph, and a
A man standing in a dark room looking at a large illuminated advertisement for Back Stitch, featuring a forest background, a first aid kit, and outdoor gear, with the words 'Durable. Technical. Tactical.'
A digital advertisement for a clothing brand called Back Stitch, featuring a man sitting in an abandoned building with graffiti, wearing a beanie, and surrounded by sewing and crafting tools on a wooden table. The ad text reads: "For people who wear
Back Stitch sewing kit with scissors, screwdriver, Allen keys, screwdrivers, and tweezers on a cutting mat with grid lines.
Close-up of a worn, black and beige metal surface with graffiti, peeling paint, and dirt, featuring a crumpled gray sticker with a black chemical equation symbol on it, partially covering a small blue sticker.