Vanderbrand
Permission
Size-inclusive, body-positive athletic fashion
Model wearing Permission
127 Ossington Avenue
Permission lettermark
Permission business card stack
Permission business card stack beside a dumbbell
Twenty Montreal, Adam Selman Sport, Good American, Girlfriend Collective, Colorful Standard
Permission hang tag
Permission hang tag
Size-Inclusive
Model wearing athletic gear with overlay text
A stack of Permission prints with cover-text
Spread of various fitness models and variations of the Permission wordmark
Permission hang tags
Permission brochures
Fitness model leaning on a stool
Year of Ours, Good American, Colorful Standard, Girlfriend Collective, Twenty Montreal
Permission retail bag
Permission storefront and signage
Permission exterior signage
Permission at the corner of Ossington and Argyle
Print with fitness model and text 127 Ossington Avenue
Out of home advertisement with fitness model and title
Permission

Permission is Toronto’s first size-inclusive and body-positive retail experience for curated athletic fashion. Permission reinvents the concept of activewear with a retail storefront and online platform that embraces and celebrates the body in all states.

With inclusivity at the core of the brand story, Vanderbrand created a brand system for Permission that is bold, empowering, and fresh.

Details

Client:
Permission

Services:
Brand, Creative Direction, Print, Digital

Type:
Retail

Location:
Toronto, Canada

Credits

Creative Direction:
Julie Vander Herberg, Anna Vander Herberg

Design:
Melanie Hong, Olivia Rohner

Copy:
Tahreem Alvi

Photography:
Babe Creative, Nadia Ebrahim

Printing:
Flash Reproductions

Typography:
Formula by PangramPangram, Messina Sans by Luzi Type

Awards

2021

Communication Arts:
Shortlist, Logo