Preliminary brand thinking
Bone Denim was conceived to be Africa’s first global jeans-wear brand. The premise behind the brand was to harness and channel the wild, fierce, mysterious spirit of the African continent into a denim brand, thus taking denim back to its roots of danger and revolution.
The pocket detail takes advantage of the fact that a lower-case b and d are a mirror image, using this to subtlely present the brand’s initials double stitched.
The logo – a circle with a stylised crossbones – can also be read as a button.
Sadly the project was shelved not long after this early phase.
Art Direction: Louis de Villiers/RH
Illustration: Louis de Villiers