CLIENT: TONED
INDUSTRY: STREETWEAR
YEAR: 2025
Creative Direction • Visual Identity • Merchandise Design
Toned is an emerging UK streetwear brand that blends music culture with fashion. They approached my to create a visual identity that reflected their rebellious yet stylish philosophy:
“Just be unique and bold.”
The Mood
The brand draws inspiration from a diverse range of musical influences, from the eclectic energy of Gorillaz and Grimes to the iconic sound of The Smiths and the raw attitude of hip-hop. Visually, the client admired the aesthetic of brands like Arc’teryx, Mertra, and Always Do What You Should Do, but wanted a fusion of styles, something that felt rebellious yet refined. The challenge was to craft an identity that embodied this unique intersection of influences without feeling disjointed.
Finding the mood for TONED
To navigate the mix of styles, I began with quick wordmark sketches, allowing for quick iteration and alignment with the client’s vision. From there, I developed a bold yet balanced typographic approach, selecting Medium Unbounded, a strong, structured font that conveys confidence without being too heavy.
For the icon, I took a conventional sound-wave and distorted it, creating a visual representation of the brand’s rebellious spirit and deep connection to music. This subtle yet powerful design choice reinforces the brand’s core identity while maintaining a clear aesthetic.
Client Testimonial
“George is extremely creative with vision and passion to bring your ideas to life. He’s a designer who also encompasses strategy, having him on board has been an educational experience and I have definitely been influenced by his thoughts, advice, and creativity.”
Otto - TONED Co-founder
