Unreal Fur is a Melbourne-based cruelty-free fashion label that has led the charge for ethical fashion for more than a decade. The label needed an identity system that could carry their originality, ethics, and innovation into the next chapter. AKLR began working with the team in early 2024 on brand positioning and a complete brand identity overhaul. The new system draws from the fluidity of Art Nouveau and the vibrancy of 60s–70s psychedelia. At its core is a custom monogram, paired with a re-edited Didone wordmark — classic fashion typography turned on its head to channel Unreal Fur's rebellious energy in the luxury space. The project was recognised as a Finalist in the 2025 AGDA Awards in the Brand Identity category.

Credits: Photography by Griffin Simm & Unreal Fur.
Recognition: AGDA Awards 2025 (Finalist): Unreal Fur