The Self identity is based on depth, texture, and creative composition, revolving around textural artwork, created to form a considered and contemporary backdrop for the name brand.

While the brand name remains minimal, the artwork builds detail and intrigue, serving as a visual contrast, utilising a base of soft, flowing illustrations offset by raw mineral rock forms, and the delicate human face that alludes to the nature of the brand.

The brand as a whole draws the eye in with its rich analogous colour scheme and visually flowing, profound design.

Matt Calder