Off Duty is a womenswear retailer, by Founder & Creative Director, Raeesah Albertus, hailing all the way from Cape Town. She creates out of exclusivity but also inclusivity, in that her designer pieces  are limited to ten at any one time. 

I created a bespoke logotype and accompanying logo mark as well as notional wider graphic system for future applications. The design approach was to create a wordmark and system that relays her core conceptual starting point, focussing on hidden narratives. Throughout the identity, there are subtle nods towards the extraction and snippets of conversations and thoughts.

My involvement consisted of copywriting, identity, direction and e-commerce platform for the store.