SOUL BOY | TYPE TREATMENT FOR SPORTS MERCHANDISE BRAND
Soul Boy is the moniker of tennis coach and personal trainer Marvin Bramble in London, where he runs his fitness business Miragushi Tennis at Barbican's Golden Lane Sport and Fitness.
___ Soul Boy is a new merchandise brand FL@33 helped to develop – initially for a first round of promotional items such as button badges and T-shirts, but we already have plans for more.
___ Miragushi commissioned FL@33 to develop lettering solutions for the new Soul Boy brand. Thanks to FL@33's expertise and established network of trusted suppliers and partners – we also consult and help with logistics to produce sustainably sourced and manufactured items.
___ Soul Boy will not necessarily operate with a traditional logo but different typographic manifestations. Following Soul Boy's enthusiastic mantra, 'It's all about the soul – Soul Boy forever!', we created a wide range of typographic design contenders ranging from crisp digital typography solutions to handmade calligraphic brush and marker pen designs.
___ To get the ball rolling we started Soul Boy's first merchandise range in the summer of 2019 with the beautiful and dynamic type design shown here – developed in two different variants for very small and larger incarnations (the 'Boy' size varies compared to the Soul).

SOUL BOY | PRODUCT DEVELOPMENT | LAUNCH MERCH | PHASE 1
While initially focusing on the selected type solution, we then also developed colour variants and Soul Boy's first range has since been released. It included a huge batch of 1"/25mm button badge designs and carefully sourced organic cotton T-shirts that were locally screen-printed in London.

UPDATE | SOUL BOY | PHASE 2 | PUFF SCREEN-PRINTING AND EMBROIDERY
Soul Boy's latest addition was added in winter 2021 – long-sleeve sportswear featuring puff screen-print treatment on organic cotton sweatshirt and embroidery enhancements on sweatshirt sleeves and jogger.
___ This project page will continue to be updated further as more garments, accessories and appropriate branding techniques are being developed and explored.