Definite Articles

Definite Articles are a new performance wear company. Their mission is to create the world’s best eco-friendly performance wear for active people who love their planet. From carbon-neutrality, to a local supply chain, to advanced textiles, they have a commitment to the utmost care for people, product and planet across the business.

To elevate the care that goes into every detail, Mucho designed a visual identity built on the language of clothing care labels. Care icons have been reimagined to represent defining qualities of Definite Articles’ products and the clothing label tab becomes a flexible graphic device.

Alongside the visual identity, Mucho worked on naming and messaging — the name Definite Articles delivering the confidence of a clothing brand with a clear mission.

Naming: A Hundred Monkeys