Adolfo Dominguez

One of the most renowned Spanish fashion brands, with a great tradition whose beginnings date back to 1973.

Since then, the brand has followed the mission of breaking sartorial stereotypes in fashion, being pioneers in encouraging natural beauty, gender-neutral garments, and social and environmental responsibility.

As part of that constant evolution, they were looking to rethink their design system to align it with the new brand strategy. Adolfo Domínguez is one of the few fashion brands that has a distinctive tone of voice. Adolfo Domínguez didn’t need a traditional brand system, but a tool that supported and empowered their tone of voice.

The project is composed of two custom type families: a neutral and timeless sans serif (AD Basic), and a randomised display font inspired by Galician traditional Celtic alphabets (AD Galiza).