Jave makes casual wear, and I didn't want "casual" to mean plain. I wanted the letters to feel like clothes in motion: loose, soft and a little playful, but still put together.
I shaped each letter by hand. The J ends in a wave like the hem of a shirt in the wind, the A and V curve like folds of fabric, and the E curls in on itself. The thick and thin strokes give it a fashion-label confidence without becoming stiff.
To balance all that movement, CASUAL WEAR sits underneath in a simple rounded sans, small and grounded. One solid charcoal colour keeps it versatile for woven labels, tags, prints and embroidery.
