SMR Days is a relaxed men’s lifestyle brand, tailored for long summer days, whether at home or abroad. Inspired by and designed for travel, Moffitt.Moffitt crafted the visual identity to convey an eclectic charm and evoke a sense of nostalgic adventure. The typographic systems draw inspiration from classic airline signage and are paired with rich seasonal color palettes inspired by iconic summer destinations from around the world. The mens brand unlocks the sensory pleasures of vacations, connecting customers to the essence of summer, no matter where they may be.
Art Direction: Dan May
Photography: Tom Craig, Rudi Geyser, Beau Grealy, Arnaud Pyvka, Paul Wetherell.