— PROJECT NAME
Ruth & Co
— ROLE
Art Direction
Graphic Design
Branding
— DATE
10/10/2024
Bold, functional, and unapologetic. Ruth & Company needed a brand identity that captured their spirit of rebellion while highlighting their practical, utility-driven designs. I developed a visual language that combines gritty, urban textures with innovative, creative elements like hidden pockets and versatile accessories. The branding strikes a balance between functionality and expressive style, appealing to an adventurous, fashion-forward audience.
This case study showcases the logo design, tagline development, and packaging concepts, all crafted to ignite curiosity and embody Ruth & Company's bold, utilitarian edge.
WHERE FUNCTION MEETS EXPRESSION
The tagline showcases the core identity of Ruth & Co by highlighting two key aspects of the brand: practicality and individuality.
- Function: This represents the utility-driven designs of Ruth & Co—products that are not only stylish but also serve a practical purpose.
- Expression: This emphasizes the creative, bold style that the brand embodies. Ruth & Co’s designs are not just about function—they allow wearers to express their personality and stand out.
Together, "Where Function Meets Expression" communicates that the brand doesn’t force customers to choose between practicality and
style—they can have both!
