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Fresh Aesthetics


Sydney, Australia

Project details

Pagi Clothing is a modern, laidback clothing brand offering staple pieces that look fresh and give the wearer environmental bang for their buck at the same time. Founding brothers, Blake and Angus Harvey, began the label after seeing a niche: clothing that would fit seamlessly into their existing wardrobes but that was also manufactured in an environmentally considerate way. Pagi use organic materials for their garments, recycled materials for their labelling, and donate a percentage of their sales to an organisation that cleans up beaches.

Inspired by the Harvey brothers and their contemporary street style, we created a brand that married their pared-back aesthetic with their philosophy. With its sharp typographical logotype, the custom logo mark represents the place where the idea for Pagi was born, Bali. The word ‘Pagi’ means ‘morning’ in Indonesian, and we tapped into this sense of renewal with simple but forward typography. This simplicity is emblematic of the lifestyle the Pagi brand represents: minimal, conscious and contemporary, with a lighthearted spirit. Clean and crisp black and white are used throughout, with sprinkles of playful pastels.


Brand strategy
Identity & logo
Web design
Product design
Art Direction

“During the whole project we felt that Creatif was taking our business as it was theirs. We were super impressed at how quickly the team understood the brief and worked to nail the logo and the style. We are so happy that our brand reflects the bright, fresh, fun vibe we really wanted to put out there and the feedback from our customers is super positive”

Blake Harvey, Pagi Clothing

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