Grays

Grays is a fashion label & multi-use retail space in Toronto, devoted to the use of natural wool from their home province of Ontario, a dynamic region in southeastern Canada. The challenge was to create a brand that would help Grays communicate their core values, unique process, and distinct perspective on sustainability. The system we created took Ontario Wool and the process of weaving it as inspiration; from a logomark that represents the unbroken thread of their supply chain, to commissioned imagery that showcases all the steps that go into the garments vs. the garments themselves.