COUPÉ COUSU,
Better Than Normal.
Branding
Art Direction
Motion Design
Coupé Cousu is a Singapore-based shirtmaker reimagining everyday classics through precise tailoring and refined materials. Under the creative direction of Practice Theory, I contributed to the complete rebranding, developing a modular visual identity system, art-directing the photographic style, and designing key brand applications to express the brand’s ethos: Better Than Normal.
Refining the ‘Uncle’ aesthetic into something bold and iconic.
Wearing craft proudly by designing a modular identity that echoes the cut-and-stitch precision of tailoring.
About
The new identity translated Coupé Cousu’s philosophy into a distinctive and adaptable design language, balancing craft and playfulness. It elevated the brand’s perception, creating a visual universe that reflects both the precision of tailoring and the charm of contemporary everyday wear.
Services
Visual identity
Brand guidelines
Photographic art direction
Production of assets for the identity launch
Credits
Design & Direction Artistique:
Ismail Fikri
Pierre-Ange Aznar
Creative Direction:
Practice Theory
Photography:
Thanuth Sawangjaeng
