Behind the Brand

“Boyant is making tailored ready-to-wear trousers by combining traditional craftsmanship and reinvented designs. Designs made to outlive any aesthetic trends with timeless cuts, tailored details and versatility. By translating European tailored heritage into a ready-to-wear trouser, Boyant embodies the modernisation of mens tailored trousers and elevates the style of today’s cosmopolitan man.

Our trousers are cut from the finest European fabrics, originating from spinners with rich legacies, and tailored in Portugal, where every fine detail is artfully crafted. Bringing these characteristics together with our design, is what gives a pair of Boyant their unique character. We are a Swedish-based company with a passion for the fine art of making tailored trousers. Our aim is that a pair of Boyant will be every man’s classics in today’s changing world.”

The Branding Concept

To understand the Boyant mark it is imperative to know the cultural history behind Sweden and its attentiveness to the natural world and that aside from the bustling communities, the  majority of the country is composed of forests, and mountains. Pinecones are one such component of the Swedish landscape and in this case is used to signify the orgins of the brand itself. Though Boyant is a brand that caters to the modern gentleman belonging to any and every background, the pinecone serves as a reminder of humble beginngings and an appreciation of culture.

The final pinecone mark turned out to be a combination of both abstract and realism. On a design level there needed to be enough detail for recognition, but enough abstraction so that details won’t be lost at very small sizes. The semetry behind the mark was also intentional and represents a balanced lifestyle where there is niether too much or too less; “lagom” as said in the Swedish language.