PYE is a Hong Kong-based men’s shirting label that is devoted to reinstating the men’s dress shirt as a conduit for values, function, and the fine art of tailoring. Project Projects designed a comprehensive brand identity system for PYE in support of the brand’s introduction to the international market.
The core of the identity system is a custom typeface—PYE Brown—designed in collaboration with Swiss designer Aurèle Sack. Marked by a distinct upper-case letter Y, the typeface punctuates the brand’s messaging. The logotype is constructed in two parts, comprising both English letters and Chinese characters. Project Projects also developed a complete system of brand identity applications, which includes garment labels and descriptors, packaging and in-store marketing collateral, and design direction for the seasonal lookbooks and brand book.