For more than a decade, Unreal Fur has led the charge for cruelty-free fashion. The label needed an identity system that could carry their originality, ethics, and innovation into the next chapter. We began working with the team in early 2024 on brand positioning and a complete identity overhaul. The new system draws from the fluidity of Art Nouveau and the vibrancy of 60s–70s psychedelia. At its core is a 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.

Credits: Photography by Griffin Simm & Unreal Fur.