A concept identity 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 the brand became a field guide: two watchful frogs, releases drawn as species, spruce and cream on kraft, and a numbered tag on every garment.
- 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 nothing holding it together. Logos, type and colours changed from one piece to the next, every product was treated as its own thing, and the clutter drowned out the frogs themselves. There was no system underneath, so nothing felt like it came from the same brand. The harder part was the balance. The clothes are made for people who live between the city and the outdoors, and the brand had 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 becomes one more plain basic. It had to blend the two, not pick a side.
The solution.
We built the brand as a field guide. The mark is two frogs sitting close enough to read as a pair of binoculars: the act of noticing, which is what the wearer does in both worlds. Every release is catalogued as a species, common name and Latin name on the label, and every garment carries a numbered kraft tag that reads like an entry in a sighting log. Roca, spruce and cream on kraft keep all of it calm.
The site works the same way. The shop is The Species, the mailing list is Migration, and restocks are announced like sightings rather than sold as drops. No countdown timers, nothing flashing. Standing out comes from being consistent, not from being loud.
Set in Roca.
One typeface carries the whole brand. Roca is a soft, rounded serif with the warmth of an old field guide: it reads like a species plate, not a streetwear drop. Set large it holds the wordmark; set small it labels editions, Latin names and sighting numbers with the same calm voice.
Spruce on cream, cream on kraft. No second face, no display cut, nothing shouting. The restraint is the point: a brand that can be recognised across a street without ever looking like it is trying.
