Appelkruimel & Fris
Client: Self-initiated Clothing Brand & Art Project
Brief: Develop a fitting identity for a clothing brand that challenges society's absurd beauty ideals
Deliverables: Identity Design
Design: Together with Wunderwald
Website: appelkruimel.nl
Alongside Sarah Milo and Wilbert van de Kamp, Atelier Baumm/Wunderwald launched Appelkruimel & Fris, a sustainable clothing brand designed for everyone (including your mother). This brand responds to the fashion industry's misuse of materials and the unrealistic beauty standards it perpetuates.
Appelkruimel & Fris is just for #realpeople and encourages us to reflect on our own definitions of beauty. For the brand’s design, we incorporated various stylistic elements from existing fashion brands to create a cohesive fashion language. We mimicked this style so effectively that, upon launching Appelkruimel & Fris, many people mistakenly believed it was a legitimate brand! We received invitations to talk shows and extensive media coverage once people discovered the brand wasn’t real, and they loved the clever gimmick. Ultimately, the clothing design was only a bold logo on a sweater available in two colours!
The launch of Appelkruimel & Fris garnered significant media attention, including a feature on RTL Boulevard where renowned Dutch fashion journalist Fiona Hering discussed the brand. Alongside the launch, we initiated a campaign to raise funds for Iambe Bakery, an initiative that provides educational opportunities for individuals with Down syndrome to become bakers. The bakers from Iambe are also highlighted in the campaign images for Appelkruimel & Fris.
The identity design story of Appelkruimel & Fris unfolds through captivating copy, clothing, a series of short videos, and a website. The initial campaign images were captured by Iris Duvekot, followed by a second campaign, called HEMD (shirt), photographed by Nichon Glerum. Atelier Baumm/Wunderwald handled the art direction for all the photographs. All models embody the ethos of using #realpeople.
