Established in New York, Truffl’s rebrand of rag & bone is rooted in re-connecting the label with its home city. Grit and authenticity are the brand’s north star, expressed through analog, manual, tactile elements alongside typography inspired by Warhol-era downtown marquees and concert posters.

The new brand identity system includes a logo recreated from a 1930s Royal Typewriter specimen, dozens of hand-drawn icons, film photography, stencils, stamps, and sewn elements — built from authentic, hands-on craft rather than digital shortcuts.

Spanning branding, strategy, copywriting, art direction, and packaging, the system mirrors the energy of New York’s creative class — leaning into analog techniques like film photography, stencils, and stamps over anything that feels generic or overly digital.