Client: Dovetail Workwear

Sandstrom Partners was presented with the challenge of naming and creating a brand for a line of workwear that was designed first and foremost for women. Unlike other workwear brands who’s approach to women’s product was to “pink it and shrink it,” Dovetail only made clothes for women. The name was a nod to both femininity and carpentry, with the logo offering a strong image of a dove as the negative space inside a ‘D.’