Coupé Cousu
Better Than Normal.
Coupé Cousu is a Singapore-based shirtmaker reimagining the archetype of the everyday “uncle” shirt with premium fabrics, refined construction, and subtle wit. The challenge: create a brand identity that could elevate a cultural staple while celebrating its roots. The solution: a modular system inspired by shirt-making itself, cut, stitched, and composed to reflect craftsmanship, confidence, and charm.
Client:
Coupé Cousu
Year:
2023
Type:
Branding
,
Art Direction
Project Description
Coupé Cousu, meaning cut and sewn, is a name that speaks directly to the brand’s craft, and it informed our entire design approach. Working with the team, we developed a modular visual identity that echoed the meticulous construction of its shirts: components that could be composed, layered, and stitched together to reflect the artistry behind every garment.
Our goal was not to reinvent shirtwear, but to reframe it, to elevate what’s familiar and give it quiet power. Through a balance of structure and expression, elegance and humor, the brand identity became a mirror of the product: tailored, confident, and just unexpected enough.
Credits
Creative Direction
:
Practice Theory Singapore
Art Direction & Design
:
Ismail Fikri, Pierre-Ange Aznar
Photoagraphy
:
Thanuth Sawangjaeng
