Elevate the essentials and relax into quiet luxury.
Visual identity that seamlessly moves a D2C menswear brand from holiday haven to home doorstep
Project Services
- Branding
- Packaging
- Art Direction
SES Menswear
- Shem Jacobs
The Balearic Islands are known locally as Ses Illes – “The Islands.” So when a brand names itself SES, after the Mallorcan word for “the,” its implication is clear: this is something essential.
But for SES, essential never meant basic. It meant creating a luxury menswear line that captures Mediterranean lifestyle pleasures through a timeless aesthetic. The silhouettes: clean-lined yet textured, similar to how the region’s rugged mountains meet clear turquoise seas. The style: relaxed enough to read a book in, beachside, while still refined for a sunset aperitivo with friends.
Conceived as a D2C brand, SES needed a launch-ready brand system that would let its understated elegance and European craftsmanship reach the rest of the world – within a crowded premium apparel market.
A shining symbol of heritage and eternity
Just as the essence of Mallorcan heritage makes its way into each stitch of every product, the right mix of classic and modern elements appears across all components of the SES visual identity.
The brand’s top line is the logo: eight interlocking curls form a sun-like circle radiating eternal warmth. We used repeating loops that evoke both the geometric motifs of Spanish tiles and calligraphy – an art from a time in history that was slower though hardly short of expression.
The human touch from screen to store
So that both online and in-store purchases would reflect the spirit of human connection that so inspired SES, the brand’s physical touchpoints had to carry emotional weight.
For a beautiful unpackaging experience, we chose a magnet-seal flip box as the retail box. Its thicker construction offers a more premium canvas for customization, such as the subtle patterning on the interior. The mailer was intentionally kept simple, safeguarding the brand from association with any scuffing the box might endure in transit.
Shopping bags, garment labels, wash-care instructions, and hangtags were given the full Otherness treatment too.
A piece of vellum incorporated into the multi-layer hangtag adds a luxe touch. One layer tells the story of a young brand while another shows an iconic image of Balearic getaway serenity. In between, the translucent layer becomes a palimpsest, sensually connecting its beholder to the origins of SES – that smell of sea-salt air may be imagined but the 100% linen with Mallorca woven into its every fiber is fully palpable.
