Pritch - Branding

Tinloof

- Commerce without Spinners

Clients

- ARC Arcade
- Loop Microsite
- Engineering
- Engineering
- Scaling to Game-Day Demand
- FastHTML Launch
- Microsite Launch
- Engineering
- 60% Faster INP
- Storefront Relaunch
- Site Relaunch
- Sanity Plugin
- Brand Identity
- Engineering
- App
- Brand Identity
- Store Relaunch
- Zero-Downtime Migration from Webflow
- Amplitude Plugin
- Homepage
- AI Native Dev
- Website Launch
- Engineering
- Engineering
- Engineering
- Rascals Launch

- Commerce without Spinners

Clients

- ARC Arcade
- Loop Microsite
- Engineering
- Engineering
- Scaling to Game-Day Demand
- FastHTML Launch
- Microsite Launch
- Engineering
- 60% Faster INP
- Storefront Relaunch
- Site Relaunch
- Sanity Plugin
- Brand Identity
- Engineering
- App
- Brand Identity
- Store Relaunch
- Zero-Downtime Migration from Webflow
- Amplitude Plugin
- Homepage
- AI Native Dev
- Website Launch
- Engineering
- Engineering
- Engineering
- Rascals Launch

Tinloof

Brand Identity

Brand Identity

Info

Year

2025

Services

Branding

Strategy

Visual Identity

Motion Identity

Write-up

Behind the scenes

Description

Pritch is a London fashion brand founded in 2012, known for its leather corset belts. After ten years on the market and a lack of clear positioning, the brand decided to relaunch.

We defined strategic pillars to position Pritch and clarify what comes next. This informed the tone of voice and led to the key insight "Mythology of You" and the manifesto "Bare Your Bold."

The typographic system was anchored in a transitional serif from Letters from Sweden, balancing confidence with restraint. We paired it with Camera, a condensed neutral sans serif for contrast.

Rather than starting the logo from scratch, we refined the existing logotype using the letter-shapes of the primary typeface. Small adjustments to contrast and spacing brought it into alignment with the wider system.

We extended the brand through a single symbolic mark built from the same letter-shapes and informed by the earlier raven motif. Focused solely on the claw, it became more restrained and open to interpretation.

The palette stayed largely neutral, with a restrained pop of red. We also explored multi-sensory touchpoints: logo embossing, a physical brand book, and scent development. This work became the foundation for the website and social strategy.

Sadly, Pritch ceased operations shortly before the go-live.

Credits

Creative Direction

Brand Strategy

Brand Design

Case Study Production

Courtesy of

Pritch

Book Printing

Europrint Medien

Book Binding

Buchbinderei Künder

Typefaces

Custom Tid Display ABC Camera Plain

The content of this page reflects the state of the project during Tinloof's engagement.