Client:South County Menswear

Date:June 2012

Type:Product, Identity, Web

About South County

South County Menswear Company is a concept brand I created for a clothing and lifestyle store, located in Old San Juan, Puerto Rico. The store offers menswear fashions that are carefully curated to include a mix of well-known brands and up-and-coming independent designers from the US and abroad. South County also designs an exclusive, high-quality menswear collection known for it’s clean classic clothing (sold only in-house and on their online store).


One major challenge in creating the logo was to deliver a mark that could be used for both, retail and the private label – essentially creating a brand within a brand, distinguishing the two through subtle but complementary differences. Entrance into South County’s flagship store, is up a well-lit staircase that deposits patrons into an open, lofted space with vaulted ceilings and contemporary artwork lining the walls. The space includes the working manufacturing and design space and retail area. I created a comprehensive branding system around the sophistication of the well-crafted, detail exemplified in their clothing and the modern, contemporary style of the loft space. The package included logo marks, printed collateral, website, environmental elements and uniforms.