Sale St., once a flourishing hotspot in Auckland’s CBD was losing some relevance. The challenge was to create a modern identity that would celebrate its unique history and convey new and compelling single-minded proposition.
Sweatshop’s identity draws character from its industrious history as a clothing factory and the iconic imagery of Rachett Rosie who inspired workers of the time to work harder. We wanted the refresh to be all about the personality, with the right mix of attitude and authenticity. Using a simple colour palette, pattern, typography, illustration and a bit of elbow grease we created a unique identity with plenty of grit and integrity that works as hard as its workers.