Sloth Brand SystemA guide for consistent extension
A working guide for the people creating, approving and producing Sloth Hiking Club assets across apparel, campaigns and e-commerce.
Built as a system,
not a single image.
The challenge
The brand needed enough freedom to support new outdoor jokes and illustrations, but clear rules were required to protect recognition, garment readability and production consistency as the collection grew.
The approach
The guide connects voice, logo behaviour, typography and colour with the less visible parts of the system: artwork construction, minimum detail, garment-specific treatments, file naming and documented exceptions.
The result
Designers and production partners can now create and release new work from one shared reference, reducing avoidable interpretation at handover and making exceptions traceable rather than informal.
- Status
- Commercial design system
- Services
- Brand guidelinesArtwork standardsDesign systemProduction handover
The document was prepared as a shared reference for designers, campaign creators and production partners responsible for extending the apparel collection without reinterpreting the brand on every release.
Clear hierarchy
Consistent application
Purposeful detail