Brand Brothers' identity for Dualist, the world's first 100% reversible parkas

Designed by Deborah Janicek, with over 20 years' experience working with premium and luxury brands, the jackets are graphic, contemporary and urban, and the brand had to reflect this. Brand Brothers also came up with the name, Dualist and provided full creative direction.

The logo is based on a homemade typographic design, with a fixed width, high contrast, and the monogram D subtly duplicated according to "precise alignment rules", as studio co-founder, Johan Debit describes: "The whole ensures that the typographic block has a perfect balance, combining power and finesse."

He adds: "We have developed a radical and unpretentious graphic territory, with raw and refined applications, meticulously worked."

The chosen typefaces, Protokoll and Gza from Out Of The Dark (Zurich), enhance the overall graphic design of the campaigns, packaging and the website.

Dualist's first Parisian flagship store has launched this month on Rue du Four.