Branding
Gandys
Role
Designer / Art Director
Start
2016
Finished
Ongoing
01.-
Context
About Gandys
Gandys is a lifestyle clothing brand founded by 2 brothers in London. After losing both of their parents in the 2004 Indian Ocean Tsunami, when the brothers were aged just 17 and 15 years old, they decided that they would use the adversity in their life to spur them on and create a fashion brand that helps support other orphans globally. Their brand has grown from strength to strength.
The Challenge
Almost 10 years after setting up shop, the brand has so far built 5 Kids Campuses, the campuses are located in Sri Lanka, Nepal, Malawi, Brazil and Mongolia. Just as impressively the brand has provided almost 700,000 meals to orphaned children in the developing world.
02.-
Approach
Encapsulating Both Parents Legacy
With the project being so close to the founders’ hearts, it was imperative to capture the essence of their parents and the adventures they embarked on together as a family.
We were able to do this by using a kingfisher bird as the main identifying icon for the brand, given it is the national bird of India, a place the family lived for 3 years. We also captured the adversity the brothers had to overcome by working in the shape of a wave into the "A", thus telling the story of the tsunami that their parents ultimately succumbed to. The nature of the bird soaring over the wordmark again reiterates the strength of the brothers and their ability to rise to a challenge, but also an ode to the free spirited nature of their parents and the consumers they wish to target.
03.-
Conclusion
Results
The company has achieved huge success through a strong mission and a solid visual identity to back up their ethos. They not only have physical stores, but also a strong online presence through their E-Commerce site and social media. The brand continues to grow and expand and can do so with confidence, given the timeless nature of their logo and their supporting visual identity system.