Totokaelo

Totokaelo – pronounced (TOH-toh-KYE-oh) is a reworked phrase of Latin origin: Toto (total) and caelo (sky). The direct translation is ‘total sky’; the Western translation is ‘the sky’s the limit.’ Totokaelo is a luxury retail company founded in 2003 consisting of a luxury fashion e-commerce site and two brick and mortar stores in New York and Seattle.

Totokaelo is built on contrasts. Beyond the bi-coastal presence, the aesthetic and narrative of Totokaelo has always been anchored in exploring the ambivalences between black and white, feminine and masculine, serious and witty, power and art, digital and physical, tradition and innovation, east and west, light and dark. With that, their retail experience and how it translates their brand values and positioning between the digital and physical space, is uniquely customer focused, in a world where luxury and fast-fashion are constantly competing for the loyalty of today’s consumer.

The Totokaelo brand and how it evolves with the customer at the centre is the basis for how R&R was asked to help bring-to-life their own house brand, Totokaelo Archive. We designed a brand system of identity, product labelling, messaging, and packaging. Each component is intended to live within the contrasts of their customer’s wardrobe. A house brand that compliments and accompanies without prejudice, an array of luxury brands and aesthetics, as unique and complex as their customers.

Services

• Creative Direction
• Brand Identity
• Packaging Design