AE77 PREMIUM DENIM
A premium denim line needs a signature: something quiet, ownable, and built into the product language. For AE77, that meant developing a mark that could live as a back-pocket identifier, but also move across hardware, trims, tees, packaging, graphics, and marketing. Subtle enough to sit naturally within the codes of premium denim, distinct enough to give the brand a lasting signature.
AE77 GRAPHIC DIRECTION
The seasonal graphics for AE77 were designed to feel more like references than statements. Tides, moon phases, jazz, and historic destinations became abstract compositions, softened through color, texture, and placement. The work needed to carry meaning without over-explaining it, giving the product a quiet graphic layer that felt considered, lived-in, and elevated.
