Fera is an independent British countrywear brand on a mission to bring fresh energy to the outdoors. Working alongside the founders Sid & Dec during the launch of their first apparel collection, the project explored how illustration, branding and physical product design could work together to create something with lasting value beyond a single graphic.

The brand itself emulates this passion for adventure, putting its name to tough and functional garments that look good forever.

Fera wanted to challenge the conventions of British countrywear. Rather than looking to established heritage brands for inspiration, the ambition was to create a more contemporary outdoor brand with personality, humour and a strong sense of culture.

The brief began with a simple request: develop a recognisable fly-fishing graphic that could become the centrepiece of their first collection; later to be named the ‘trout bum capsul’. It needed to work across T-shirts, caps, digital print and embroidery, while feeling authentic to fly fishing culture rather than simply decorative.

As the project evolved, the opportunity became much broader than a single illustration.

Instead of designing one graphic for one garment, we developed a flexible visual system that could live across multiple products and production methods. Embroidery, woven labels and printed graphics were considered together, ensuring the work remained distinctive whether viewed across a room or stitched into the inside seam of a garment.

One of the most significant ideas to emerge from the project was the introduction of illustrated woven labels as part of the brand experience. Inspired by vintage outdoor clothing and traditional garment labels, these small details transformed an overlooked touchpoint into something customers would actively notice and remember. Rather than acting as simple branding, the labels became collectable pieces of ephemera that added character, authenticity and longevity to the garments themselves.

What began as an illustration commission became a visual system that continued to influence the brand long after the first collection launched.

The Trout Bum artwork was successfully adapted across apparel, embroidery and woven labels, extending the value of the original commission while giving Fera a family of assets that could be reused across future collections. The cap sold out twice, the artwork remains in use several years later, and the woven labels became such a distinctive part of the brand that Fera later celebrated them in their own editorial campaign.

The project demonstrates how thoughtful creative direction can add value beyond the immediate brief. By considering every physical touchpoint—not just the front of the garment—the work helped establish a richer and more enduring brand experience.

Capabilities

Creative Direction • Illustration • Art Direction • Apparel Graphics • Merchandise Design • Production Artwork

Photography

Credit: Fera GB