Today we have a look at the brand identity of Sons of Christiania (SOC), created by Reynolds and Reyner. SOC is a hundred years story about an ordinary still endlessly talented immigrant family from Norway which made that very American dream come true.
“SOC today is not just a fashionable menswear brand of brutal style but a powerful self identification philosophy in the means of a freedom-loving personality of new generation. Natural brown, grey and red shades, rough surfaces, authentic old-fashioned fonts, abrasions and stamps, these concepts of brand identity are definitely full of history.”
The immigrant logo is a generalized character, personification of the hopes of millions facing the obscurity. To provide it with a more refined image the originally existing symbol of a walking immigrant underwent numerous modifications while the need to completely escape the full name and take the SOC abbreviation grew to avoid the unlike resemblance to religious communities.
SOC showroom was also designed in a distinctive style offered by the identity. Rich accents contrasting toward light shades background, original prints, rough furniture of natural wood, day- and electric light combination certainly create the very comfort zone for a gentleman who is proud of his manful appearance.