Previously, I wasn't aware that a word describes the shortening of a complete word existed. Sure, I say "mani," "photo," and "ad" as often as I say anything else, but I didn't realize that when I was saying those words, I was expressing apocopes.
Brand Brothers created the graphic identity for the French leather brand Apocope. The branding identity focuses on typographic compositions that are highly playful yet still with a minimalistic tone. Because the leather products are so traditional and straightforward, the playful branding is a beautiful juxtaposition that sets this brand apart from its competitors.
"Apocope", from the Greek apokoptian, is a figure of speech that is characterized by the abbreviation of a complete word, keeping only the first syllables. Repu, Mat, Capu, Montpel, Stras… . The French love to speak in apocopes, it is a strong marker of French culture and urban style. This attitude is also a reflection of our active lives, always on the move, where we seek to shorten to save time. This practicality resonates with the primary function of the leather goods and their usefulness to the man who wears them.
Apocope was launched in 2021 in Paris and focuses on men's leather goods, with a focus on materials and their provenance, all combined with a minimalist and precise design, imagined in the brand's Parisian workshop.
Brand Brothers was commissioned to create the graphic identity; thus, based on an in-house typogram, strong and rhythmic, our work is articulated around typographic compositions, sometimes pure, sometimes maximalist. The monogram, Apo (the apocope of Apocope!) becomes a pivot around which the messages are composed and decomposed.