Building An Inclusive Community
&able is a retail brand that advocates for the PWDs community. Our agency started with naming, &able is a wordplay on enable. It encapsulates the brand’s vision of building an inclusive community for the PWDs. Through its three pillars, connect, co-create and collaboration, &able provides PWDs and artisans a platform for expression and gift creation.
Brand Visual Identity Development
We developed an organic visual system consisting of fluid graphic elements and hand drawn illustrations. The illustrations consist of crafting tools, gifts and local symbols such as the orchid, the Merlion (Singapore’s national icon) and a signage of &able’s retail address. We kept the illustration lines thin and minimal. The illustrations can be applied individually or as a pattern to express various purposes. This allows for versatility in expressing the visual system.
Colours and Typography
The graphic elements come in various organic forms to express the creative and energetic spirit of the brand. The colour palette comes in three primary colours – Navy, Cream and Soft Green, with secondary colours – coral passion and sunny to lift the muted tones. The main colour Navy gives &able a professional and trustworthy look to appeal to members of the private sector who would be receiving these gifts. The muted cream and soft green lends a contemporary look for its retail presence. A geometric and friendly typography, Filson Pro, welcomes consumers and provides an approachable readability in its writing. A handwritten font, Marydale, is also chosen to add a personal touch to the brand voice.
Crafting a Design System
We designed a set of stationery and digital applications. The organic and energetic mood of the graphic elements comes through in the applications. We developed a set of layouts for the graphic elements so that they are dynamic when applied in applications such as the letterhead, blog and social media posts.