Brand Identity / Illustration / Strategy / Packaging / Branding

Blurring the lines between masculinity and femininity to create a modern accessories brand.

Crafting an androgynous modern branding aesthetic to launch the brand into the accessories market.

The underground Melbourne boutique was born out of a need of self-expression with a focus on sustainability sourced materials, craftsmanship and harnessing “Greater Yin”. We worked with the founders of genderless accessories brand, MDRN DEITY, to create their new modern branding. 

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Art Direction & Branding: Storyfolk
Videographer:  These Wild Eyes Video
Photographer:  I got Shot By Charlie

Greater Yin is the balance of both masculine and feminine energies when we feel harmonious.

This concept of Greater Yin became a pillar for branding. The MDRN DEITY brandmark is a hand-crafted and bespoke typographic treatment that uses elements reflecting a modern san-serif (masculine, strong, bold, powerful) with the deity in a stylised serif (femme, elevated, fashion-forward). We fused these two traditional typographic styles to overtly blur the lines between masculinity and femininity.

The illustration style uses worshiped iconography with the animal-human hybrid to showcase our primal feelings of desire, fear, needs, wants, and inner thoughts. This animal-human fusion is a reminder of our raw and less rehearsed side of ourselves.

What our clients have to say:

Amy Hiscock

“…Storyfolk proved themselves to have an intuitive knowledge and understanding of branding that simply cannot be taught… Lines of communication were clear, open and concise and they provided us with an unparalleled level of insight into their thought process at all stages. We feel so lucky to have found a studio that has such a unique and personal approach to their work…”

Work with us:

If you are interested in working or collaborating with us, please tell us a little about yourself, your project and timeline.

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