BRAND AND DESIGN
Project Credits:
Photography Chris Grundy
Chute 9 Jeans
The aim was to create a more distinctive identity for CHUTE 9, building on its existing foundations while positioning the brand for its next stage of growth. The result is a considered evolution that brings greater clarity and cohesion to the brand, creating a stronger foundation for its future across digital and physical touchpoints.
Our involvment
Brand strategy, visual identity and a new Shopify store. We gave a product people already loved a brand to match.
Rationale
Most denim picks a side. Workwear is tough but boxy, and fashion denim looks the part but isn’t built for the yards. Chute 9 sits in the gap, and the brand needed to own it.
We built the strategy around one idea: an ode to the strength of her spirit. Six pillars sit behind it: fit, function, feminine strength, time-tested quality, Australian soul and intentional craft. The voice is confident, no-nonsense, and feminine, never fragile.
The identity follows that lead. The wordmark brings a western edge. A full logo suite, down to the C9 submark, works anywhere from a website header to a swing tag to a back pocket. The palette is named for where the brand comes from (Chute, Kimberley, River Blue, Dusk), so the heritage carries through with a modern edge.
“I just want to say that I love what you guys are doing. This whole time the focus has been on my jeans and I have also focused 100 on my jeans. I have drawn a breath this afternoon and pushed my jeans aside to appreciate the work you do. Acre agency is amazing. I do not take it for granted to work with a bunch of women who know the bush and can bring us exactly what we need. We are lucky you are bringing your skills out here."
— CLAUDIA FOX, DIRECTOR
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Let’s make it happen
