Faherty
Craft a cohesive brand, in-store, and online experience for a growing, family-run, sustainable clothing company.
- Brand Identity
- Copywriting
- Environments
- Illustration
- Merchandise
- Packaging
- Signage
Faherty is a family-run business fueled by purpose and optimism. They’re building a new American legacy by creating high-quality, sustainably-minded, feel-good favorites.
In addition to their thoughtful approach to craftsmanship and sustainability, the Faherty family shared their desire to build a cohesive, heritage lifestyle brand that can seamlessly scale and evolve as they continue to grow their retail spaces and collaborate with artisans and causes they care about.
Our strategic approach began with creating the narrative around this family brand — a story about generations, a passion for nature and time spent enjoying it and nurturing it, quality craftsmanship, and timeless clothing and accessories.
We created a mix of fresh imagery, videography, custom illustrations, found objects, and art installations to highlight the brand’s commitment to sustainability, land acknowledgment, and craftsmanship in every part of the store environment — from apparel labels, hang tags, monument signage, and wayfinding to the POS system, visual merchandising, and sustainable shopping bags and gift packaging.
We translated the visual language and in-store experience to the digital shopping experience, creating a more seamless process for the customer and implementing a more streamlined, sustainable shipping system for the Faherty team.
“Working with SDCo has been an awesome experience for Faherty. Their dedication to understanding our brand aesthetic, while pushing innovative design ideas, took our projects to the next level.”
The brand design reflects the Faherty’s sense of purpose and warmth. An evolved primary logo features a sun mark, evoking the brand’s optimistic, laidback spirit. New, intentionally rustic typography brings balance and a sense of warmth, nostalgia, and character to the letterforms.
The juxtaposition of modern type and the sun mark with weathered details creates a storied yet modern feel. A collection of graphic elements allow the brand to flex across platforms, creating a layered system that feels like a legacy brand that’s grown over time.
This holistic brand refinement energized and empowered the Faherty team with a fully integrated brand system flexible enough to create lasting connections in any market — and celebrating the lifestyle of a purpose-driven Family and brand.
