Permian

Permian is a digital fashion brand shaped by its community and built on web3 foundations. Our task was to design a visual identity that could hold this duality, to create something grounded in history but made for the future.

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The brand takes its name from the Paleozoic era, a reference that inspired a visual direction rooted in ancient influence and modern culture. The primary brand color, a rich, deep blue, reflects that balance. It’s timeless and grounded, yet carries a contemporary edge that aligns with Permian’s presence in digital fashion.

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The brand’s typography played a key role in defining the tone of voice. We paired a bold, industrial sans serif with a digital-forward monospace, creating a tension between heritage and innovation. It’s a combination that speaks to both the brand’s urban London roots and its digital-first approach.

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To build out the system further, we created a set of supporting visual elements: dotted lines and square motifs. The dotted line references both stitching in physical fashion and the continuity of time, while the square acts as a visual anchor, placing community at the center of the brand.

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Together, these elements form a cohesive identity that’s both considered and expressive. Permian’s new brand captures its vision: a future-focused platform shaped by its past and driven by its people.