Pan After is a homewares store that carefully sources and curates objects from around the globe. With a focus on handmade, ethically produced and environmentally conscious pieces, the Pan After collection not only considers the aesthetic value of an item but also the process of how it is made, who it is made by and the materials used. Pan After celebrates individual histories and design stories, fostering genuine, long-standing relationships with creators and customers in the process.
SERVICES Brand Creative Direction Campaign Packaging
“TRiC understood the integrity of our business and transformed our brand. Their ability to visually articulate something so accurately and intelligently is what sets them apart and makes them so brilliant to work with.”
— Phoebe Munro, Founder
TRiC began working with Phoebe Munro and her mother Mandy about eight years ago. At the time they had two stores, Pan After and After Store, in the the old vaults at the Queen Victoria Market. In 2019 they opened a new space in a warehouse in Collingwood, Melbourne and consolidated the two businesses as Pan After, which created an opportunity to realign the brand and visual direction to suit the new space.
Our approach was to create a sense of journey within the identity, placing emphasis on space and arrangement. When you visit the store, you might find a deluxe Tekla towel from Copenhagen, next to a scrubbing brush from Mexico, next to a giant lobster made from a traffic cone in Cape Town.
We wanted to reflect this journey visually through typography, treating words like items on a shelf, oddly spaced to create a disjointed harmony. The brand has two wordmarks in opposing typefaces, that expand and collapse in application. Like the products in store, many of which are hand made, we wanted both typefaces to feel a little wonky and unexpected together, and in isolation.
The identity embraces nuance and irregularity. Clashing colour, odd typography, pattern and negative space combine together to create a really nice, loose brand, existing within a reliable framework that can easily adapt to each new format.
The resulting identity celebrates flexibility and structure — much like the store itself.
CREDITS Photography: Josh Robenstone
Typography: TOY (Out of the Dark), Maria (Phil Barber)