/ PROJECT — N. 02
Morrow
Fashion should adapt to the person, not the other way around.
/ OVERVIEW
Introducing Morrow: a contemporary fashion brand that integrates adaptive design into everyday clothing, creating pieces that are easier to wear without looking adaptive.
Traditional fashion is often built around a narrow idea of how bodies move and how people get dressed. As a result, function and fashion are still unnecessarily separated. Morrow exists to change that.
Sitting between traditional fashion and functional clothing, Morrow creates pieces that respond to different bodies, movements and dressing needs while still feeling like something people genuinely want to wear.
At its core, Morrow is about creating more choice and independence in an industry that has too often treated accessibility as an afterthought.
Morrow. Made for the way you move.
/ IDENTITY01
Logo suite
Morrow’s identity was designed to feel like fashion first. The logo avoids anything that immediately signals “adaptive clothing”, while customised letterforms introduce ideas of movement and flexibility.
The M and W form the foundation of the identity, expanding from a full logo into a compact monogram for garment labels and smaller applications. Across each variation, the system adapts without losing its character.
/ APPLICATION02
The mark in use
Morrow’s identity is designed to live subtly across product touchpoints, from hang tags and woven labels to garment details. Using both the full wordmark and the monogram, the system adapts to different scales while maintaining an understated presence.
/ VISUAL SYSTEM03
Visual system
The visual system for Morrow is built on contrast, clarity and ease. A minimal palette, considered typography and a restrained graphic language work together to create a brand that feels elevated, inclusive and confident.
Colour palette
Onyx#0D0D0D
Stone#E6E2DC
Bone#F4F1EA
Taupe#A69C90
Sage#6D7264
Typography
Display font
Cormorant Garamond
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
abcdefghijklmnopqrstuvwxyz
0123456789
Functional font
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
abcdefghijklmnopqrstuvwxyz
0123456789
Design language
/ CAMPAIGN04
The campaign brings Morrow to life through movement, purpose and presence.
A visual language that speaks to momentum, balance and the everyday pursuit of more.
Campaign line
Made for
the way you move.
the way you move.
Poster / Billboard
Social campaign
/ COLLECTION05
Designed around you
Adaptive details are considered from the beginning, creating clothing that works differently without needing to look different.
Designed in, not added on.
Discreet magnetic closures replace traditional buttons, making dressing easier while preserving the appearance of a conventional garment.
/ PACKAGING06
Packaging, designed for ease.
Morrow’s packaging extends the same thinking as its clothing, removing unnecessary barriers from the experience.
01. Outer mailer
Minimal and protective. Thoughtfully designed to arrive with care and open with ease.
02. Inside the experience
Every element works together to feel considered, calm, and intuitive.
03. Easy open details
Pull tab opening for easier access—no scissors, no struggle, just thoughtful design.
Morrow — Adaptive fashion, designed around you.
/ DIGITAL07
Digital Experience
We translated Morrow’s refined simplicity into a seamless, adaptive shopping experience across every device.
Morrow
Adaptive essentials. Thoughtfully designed.
/ NEXT PROJECTN. 03
Weathered
