Collections change frequently, so the Percival logo stands large and proud at the top of the homepage, allowing their brand to remain dominant no matter how varied the collections may be.
To channel the brand’s dedication to classic British wardrobe staples, each category uses a different headline typeface, each designed in the UK, including several from the Caslon foundry which used to be located close to Percival HQ in Hackney Wick.
Collection pages for collaborations with other brands can be given their own bespoke treatments, with different coloured backgrounds and collection-specific logos.
We also designed the editorial wing of the website, The Perci Rag, and have contributed to digital lookbook design for Percival.
Image treatments for various articles. Photography by various photographers.
Finally, playful moments are hidden across the site, such as a game of‘Hotdogs vs. UFOs’ on the 404 page, reflecting the brand’s sense of humour and ongoing partnerships with comedians.
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Ministry of Stories
