Chute is a new to market product brand. The founder, a fashion designer, with an inclination for technical material was enamoured by the balance of technicality and beauty of ripstop nylon. Identifying an appetite for technical material in the retail sector she came to us to hatch her brand.

We arrived at the name ‘Chute’ as a nod to the modern parachute, engineered from the same iconic fabric. Rooted in urban inspiration, Chute blends conceptual, functional design with a signature material focus. This is mindful fashion — simple, functional products designed to overperform.

The identity translates the product directly: utilitarian at its core, but Layered with character. We built a lean design system around two principles — the celebration of material and a charmingly reductive graphic language of type and geometric lines. The wordmark, with its robust yet gently arched characters, echoes both technical precision and subtle personality — a nod to the parachute form.

A suite of compact, spirited logomarks, a monochromatic palette that spotlights materiality, and clean, fuss-free art direction complete the brand’s distinctive, confident presence.