TAT

Branding, Packaging

Introducing ethnic prints into men’s fashion

Printed apparel like Bandhani, Ikat, Batik and more are conventionally reserved for women and they make an appearance in men’s clothing only on festive occasions. Based in Mumbai, Tat is a men’s fashion label company that believes in incorporating ethnic and Indian prints in day-to-day male outfits that optimise comfort and also make a statement. They are a boutique manufacturer of apparel and source their fabrics from indigenous regions and the prints are added in collaboration with local artisans.

Truetype worked hand-in-hand with Tat and designed the full wordmark for the label that is inspired by Roman as well as the Devnagari script – a black line drawn wordmark read as both ‘TAT’ and ‘तत्’.

The idea behind designing a minimal and clean black logo was to showcase the availability of premium, stylish, and ethnic clothing for men that is curated with a merger of Western and Indian influences.

Based in Mumbai, Tat is a men’s fashion label company that believes in incorporating ethnic and Indian prints in day-to-day male outfits that optimise comfort and also make a statement.