The challenge
Sim & Mack, a brand celebrating modern Australia's multicultural essence, needed a visual identity that would reflect its commitment to diversity, sustainability, and Australian heritage. The challenge was to create a brand that honors the rich traditions of Australia while embracing the vibrancy and diversity of its population, over half of whom have overseas origins. The brand identity needed to resonate with a modern audience while paying tribute to the founders' diverse backgrounds—Andrew McKenna's Irish-Australian heritage and his wife Simran's Singaporean-Indian roots.

The approach
To address this challenge, the design process was deeply rooted in the multicultural heritage that defines modern Australia. Drawing inspiration from the founders' backgrounds, the aim was to create a brand that symbolised inclusivity and diversity in the fashion landscape. The photography of Josh Geelen was selected to visually represent the brand, capturing the essence of multicultural Australia.

In addition to cultural representation, the design process also focused on sustainability, a core value for Sim & Mack. The Great White shark was chosen as a symbol of the brand's commitment to leading the sustainable fashion movement, representing strength, resilience, and respect for the natural environment.

The solution
The final brand identity for Sim & Mack was a powerful representation of modern Australia, blending traditional significance with contemporary diversity. The visual identity was crafted with a palette inspired by Australia's breathtaking landscapes, including the expansive oceans, golden beaches, the iconic red sands of Uluru, and verdant coastal regions. This palette not only narrated the story of Australia's natural beauty but also highlighted the brand's dedication to sustainability and respect for the environment.

The design successfully integrated the founders' cultural heritage, symbolising the strength that comes from diversity. Every piece of Sim & Mack's fashion line, proudly made in Australia, echoed the brand's commitment to sustainability, ensuring that the products were not only stylish but also environmentally conscious.

The results
The unveiling of Sim & Mack's brand identity marked a significant milestone in the fashion industry, celebrating modern Australia's essence through a blend of cultures and a commitment to sustainability. The brand quickly became a beacon for inclusion and diversity, resonating with a wide audience and reinforcing its position as a leader in the sustainable fashion movement. The visual identity successfully captured the spirit of multicultural Australia, making Sim & Mack a symbol of both the nation's heritage and its vibrant, diverse future.