For Them, a queer wellness brand currently selling a range of chest binders, has launched a new typography-led visual identity inspired by nature.
Created by art director and designer Alex Pankiv Greene alongside For Them creative director Kate Vozella, the new branding looks to represent the expansiveness of the community that forms its audience. “When For Them launched last year it was a shot in the dark creating an aesthetic for the queer audience that has been almost entirely unserved until now,” says founder Chloe Freeman.
The team chose to focus the new designs around nature, “where authentic fluidity, evolution and expansiveness are already present”, as Freeman puts it. This plays out across a suite of icons taking their shapes from elements in the natural world, each representing one of nine ‘dimensions of wellness’, such as ‘nourish’, ‘transcend’, ‘bloom’ and ‘belong’.
The new branding abandons the former look’s pink and purple, and instead looks to make the colour palette more bold and expansive and move away from colours traditionally associated with being feminine.
The logo uses a wordmark alongside a triple heart symbol which can be used in any of the seven For Them brand colours, which include a blue-green, mustard yellow, pink and red, and aim to form a rainbow spectrum that’s bold and inclusive. “The double typography with the three-heart symbol encapsulates the idea of ‘nature in full bloom’ providing the movement, expansion, and weight the brand deserves,” says Freeman.