Draft & Co

Introducing to you the branding for Draft & Co, a beautiful Australian clothing label run by formidable and passionate women from country Queensland. 

The country will always have such a special place in my heart. My family owned a cattle station in western Queensland and I would spend all of my school holidays there. I grew up with such respect for the land and the people who weathered the lifestyle. 

Last year I created a no-brief brand for a country-based clothing label, to attract the kind of work I love. And low and behold the team at the previous ‘Gumnut Designz’ were looking for a designer for a rebrand. Feeling like the whole situation was quite fateful, they chose me to create their beautiful new visual identity. 

When diving deep into the brand values, story and mission, we found that the key idea we needed to communicate was that this brand unites people from all over the country. While many of the shirts are designed with country conditions in mind, they are worn by any Australian who has a love for this country and everything it has to offer. 

So we decided to communicate this unity through compass elements in the branding. The logo uses a beautiful typeface with elegant curves and edges, enhanced by little touches like the north star. 

The brand patterns and the colours represent the land, sea, city and sky, and the coming together of these elements. 

The branding is soft yet strong, and elegant yet rugged. I loved working with Sheree to create this brand identity and I’m so excited to witness their success moving forward.