All One – 210
Info
ALL ONE approached us to develop the visual identity and first clothing collection for their Athens-based clothing brand, with the ambition of capturing the character of the city and its contemporary Greek culture.
For the logo, we deliberately chose Arial, arguably one of the most recognisable and democratic typefaces in the world. Often considered a substitute for Helvetica, Arial is a familiar, accessible and widely available typeface. This choice reflects an aspect of Greek society shaped by the financial crisis of the past 15 years: when resources are limited, people find alternatives, improvise and make things work with what they have. Arial became a visual expression of this mentality and the brand's ethos.
We further developed the logo by manipulating the spacing between the letters, bringing them closer together to create a sense of density and compression. This treatment reflects the concrete buildings that dominate Athens, leaving little room for open spaces and parks. Although this type of urban development has transformed the city, it has also shaped its distinctive, chaotic character.
For the first clothing collection, we wanted to capture the spirit of Athens and its urban culture. After exploring different visual directions, we turned to graffiti lettering, giving it a local reference through an unexpected discovery: 210, the telephone area code of Athens. A number encountered daily on street signs, phone numbers and everyday conversations, 210 became the central graphic element of the collection, transformed into a graffiti-style tag.
For subsequent collections, we expanded the visual language to address social issues such as racism, homophobia, capitalism, solidarity and police brutality. Each design became a means of provoking thought, starting conversations and raising awareness, reflecting the brand's commitment to social consciousness and activism.
Throughout the project, our aim was to create a clothing identity rooted in the cultural and urban reality of Athens, translating its everyday references, contradictions and social concerns into graphic expressions with meaning and purpose.
Design & Art Direction : Loonatiks Design Crew
Photography: Kostas Gikas
Models: That Smell, Constantine Dobrovolsky, Maria Karagianni
