TERMES ET CONDITIONS
Brand Identity, Naming, Verbal Identity, Creative Direction, 2025/26
Termes et Conditions was born from the story of Claire Tournier (France) and Henry Carlisle (England), a couple who, after years working in law, decided to change direction and turn an interest cultivated over time into a new craft: bespoke tailoring. More than simply creating a brand for an atelier, the project needed to express a particular way of understanding how we dress. A vision deeply rooted in family traditions and in the precision of a practice in which every garment begins long before the fabric is cut. In tailoring, measuring means understanding the body. Cutting means interpreting those measurements. Dressing is the outcome of a process built slowly, through technique, experience and sensitivity. It is the hand that measures, marks, cuts, stitches, adjusts and dresses. Here, technique and tradition are inseparable parts of the process.
Between 2021 and 2023, we were invited to develop the identity and communication for a collection of four hotels located on the French Riviera (Côte d’Azur), along the Mediterranean coast in southern France, near the Italian border. Led by a group of four partners, the venture encompasses a diverse range of services and operations across hotels, restaurants, bars, and a coastal village complex. A key innovation of the project lies in the enhanced sense of freedom and autonomy offered to guests, enabled by a suite of customizable hospitality experiences.
The project began with an extensive research and positioning phase during its first year. A central aspect of this process involved designing emblems inspired by local seaweed and regional vegetation, establishing a distinct identity for each of the four ventures while maintaining a cohesive system.
The typographic development was grounded in an in-depth exploration of ITC Century, shaped by the project’s core concept. This led to a bespoke typographic language that combines contrasting styles, drawing inspiration from the playful compositions often found in French postage stamps —visually linking illustration and function.
Together with a carefully defined color palette and photographic direction, these elements converge to form the brand’s overall visual identity.
