CRAFT / DIGITAL / IDENTITY / PRINT
COUNTRY AIR
A Danish menswear built on Italian craft and one particular landscape – the fjord the founder grew up beside.
Country Air is a Danish menswear brand, built around premium cashmere knitwear made in Italy. The name and the look both come from the founder's childhood by Holbæk Fjord, where the sky and the water run into each other.
We kept the typography quiet. The logotype is based on a classic typeface by Aldo Novarese, set in clean capitals – enough weight to feel carved, but still light on the page.
At the centre of the identity is a scratchboard illustration by Scott McKowen, worked up from a view the founder grew up with: the fjord and sky seen through a garden, a flowering apple tree in the frame, and a flock of swans crossing the horizon.
A LIVING LANDSCAPE
For the web, we animated the illustration gently, keeping McKowen's original line intact. A single swan stands in as the mark, while the full flock drifts across the horizon. The project is still going, with more to come across the website, print, and other brand elements.
