A concept identity and website for Two Frogs, an apparel brand for people who move between two worlds: city streets on a weekday, a trailhead by Saturday.
Outdoor apparel shouts and urban basics disappear. This had to be recognisable across a street and calm enough never to look like it was trying. So we built it around one mark: a pair of frog’s eyes in organic curves. A form you remember, at any size, on a label, a tag or a storefront. Then we built the store to match: every page on the same system as the garment, fewer steps to the thing you came for, and the product given room to do the selling.
- Sector
- Apparel
- Year
- 2026
- Scope
- Identity, packaging, art direction
- Status
- Conceptual study
The problem.
A self-initiated concept. Two Frogs had plenty going on, and the pieces were still finding their common ground. Logos, type, and colours shifted from one drop to the next, each product handled on its own terms, and the frogs had less room than they could have. There was no system holding it all together yet, so the pieces didn’t always read as coming from the same place.
The harder part was the balance. The clothes are made for people who live between the city and the outdoors, so the brand has to sit in both at once: rugged enough for a trail, clean enough for a street. Lean too far outdoors and it turns into technical gear; lean too far urban and it’s one more plain basic. It had to blend the two, not pick a side.
The solution.
The mark is a pair of frog’s eyes in organic curves. Nothing else competes with it. Four lockups cover every surface, two type weights, two colours doing almost all the work. The mark stays off the garment itself: Two Frogs sells sculpted knitwear, not merch with a logo on it, so it lives on the label, the tag and the mailer and lets the piece speak.
The site runs the same rules. Releases catalogued as species, navigation written like the brand rather than like a shop, headless Shopify underneath so the checkout stays two taps away. No countdowns, nothing flashing. The consistency is what stands out.
