The girls at Harrie & Sam came to me when they were first starting out as they needed a brand to represent their boutique clothing label. They explained that although they had no examples to show me: their clothing would comprise of 'basics' which would be made with a high attention to detail and craft(wo)manship.
I was given a list of brands that they liked, so I worked from there. I wanted my primary focus to be on the idea of well designed and made basics. I chose a sans-serif font, which I customised in order to get most of the letterforms fit in a 1:1 ratio at the x-height. This constraint allowed the letters to form a rhythm which created balance. The result is a brand which is easy to read, with un-noticeable modifications. Basic, but with a high attention to detail.