A clothing brand that speaks through absence.

In short
For Boycot, a menswear brand, we created the brand platform “The boycott from within”, the logotype, the symbol, the identity manual, the applications and the photo and video campaign.

Boycot is a menswear brand born as a response to fashion's relentless pace. It works as an ideas lab: it puts intention ahead of instant consumption and makes absence, incomplete forms and utilitarianism its manifesto.

We created the brand platform, “The boycott from within”, and its entire visual system. The logotype cuts into the letter O: what's missing says as much as what remains. The symbol turns the B into a file folder, because Boycot doesn't present itself as anti-system, but as part of the system that dissents from within.

The manual brings together the typography, the palette with its contrast tests, incorrect uses and applications on packaging, labels and accessories. The campaign follows the same art and photography direction.

Client: Boycot
Industry: Menswear
Engagement: Project
Platform: “The boycott from within”
Deliverables: Brand platform, logotype, symbol, typography and color, identity manual, applications and campaign
Typography: PX Video Text and Roc Grotesk Wide
Creative direction: Emmanuel Castañeda

Identity

BOYCOT logotype in black, with cuts in the letter O, and the lines marking its clear space. — Nº 005Logotype and symbolClear space

Boycot symbol: a black B shaped like a folder, with the lines marking its clear space. — Nº 005Logotype and symbolClear space

Boycot Lab in grayish green on black. — Nº 005Boycot Lab in 7 combinationsPalette: blue #0000FF, black #0F0F0F, light gray #F5F5F5, gray-green #CBDBD1

Boycot Lab in light gray on black. — Nº 005Boycot Lab in 7 combinationsPalette: blue #0000FF, black #0F0F0F, light gray #F5F5F5, gray-green #CBDBD1

Applications and campaign · 12 photos

Woven BOYCOT label, with the O cut out, sewn onto the waistband of gray denim pants, with a red “Error 404” tag underneath. — Nº 005Boycot01 / 12

Blue acrylic BOYCOT keychain, a key engraved with the symbol and a gray-green tag with the name, hanging from a black jacket. — Nº 005Boycot02 / 12

Metal zipper pull engraved with the symbol, on a dark gray canvas jacket; date '22 08 20 in the corner. — Nº 005Boycot03 / 12

Black paper bag with ribbon handles and the BOYCOT logotype in gloss varnish; date 03 04 22 in the corner. — Nº 005Boycot04 / 12

Nº 005Boycot05 / 12

Model with a buzz cut in a black leather jacket with shoulder pads and gray pleated trousers, on a white background, with the image split. — Nº 005Boycot06 / 12

Model lying on the ground in a black leather jacket and gray trousers with a striped hem, in front of a concrete building with round windows. — Nº 005Boycot07 / 12

Model in glasses, a white shirt with handwriting, a black tie and a gray pleated skirt, kneeling in front of the round-windowed building, pointing at the camera. — Nº 005Boycot08 / 12

Model in a beige trench coat, black sweater and light blue shorts, lying on stepped concrete blocks at sunset. — Nº 005Boycot09 / 12

Model at night on the concrete blocks, in a plaid jacket and colorful track pants, looking at the camera; date 02 JAN 1999 in the corner. — Nº 005Boycot10 / 12

Model in a black leather jacket leaning on the stone stairs of the round-windowed building, shot from below. — Nº 005Boycot11 / 12

Bodiless outfit: shirt with handwriting, tie, pleated skirt, socks and shoes on a white background; date 03 10 '02. — Nº 005Boycot12 / 12

Campaign video · 10 seconds

Nº 005Clip 01 / 01

The photography direction calls for washed-out tones with the glow of a CCD sensor, like a shot from a disposable or compact camera: casual, tilted framing, direct flash, blue-hour light and real skin texture.

Camera date stamps from 1999 to 2002 take the campaign to the early-2000s aesthetic.

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