Famile Elastique

Informed by her time working in Senegal, conceptual fashion designer Anna Bespirink returned to Europe with the early sketches of a couture line inspired by anti-consumption practices, multi-purpose use, and fabrics that improved as they aged.

Famile Elastique – a Senegalese term for “the family you choose to build around you” – is rich with queer and subversive possibilities.

In bringing the concept to life, Studio Otherness focused on the idea of hidden relationships and novel perspectives.

Services: Brand positioning, brand identity, creative direction

The logo and brand mark take a signature F and distort it – only understandable through warped mirrors and novel perspectives.

Textural contrast forms the central concept of the typographic system, where a pixel-based font links the digital, mechanical, and handmade. SM Maxeville, with exaggerated periods and tittles, echos the blocky pixel-point.

The photographic world of Famile Elastique is rich with textures: Natural, man-made and photographic.

Shifted images within the logo create an arresting, esoteric atmosphere, teasing at new ways of seeing.