Swear Words – Moth

Screen Shot 2013-09-25 at 11.26.35 AM moth-big1 moth-big2

The Moth project was one of those rare opportunities to empower the owner and her interior designer by immersing them in the identity design process before a single hammer is swung. The result is a stunning space that provides a seamless communication of brand.

The identity system consists of business cards, postcards, stamps (for bags etc), wrapping paper, swing tags, change-room curtains and signage. Inspiration is drawn from the striking visual representation of a moth derived from the mirrored inkblot images of the Rorschach test. The nature of the Rorschach test is also a comment on the subjective opinion of moths; some see a thing of beauty, others a pest.

The logotype was derived from found lettering, most notably a ‘W’ that was inverted to create an unusual moth-shaped ‘M’. Copper foiling creates a premium feel and echoes the copper window trim on the exterior of the shop. The moth symbol is derived from our’s and the client’s favourite inkblot moth image. Designed by Swear Words.

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