Daniel Treufeld

Senior Designer UX / UI

À Vue – Mountain Wear

“À VUE” is a fictional outdoor brand that aims to establish itself in the market. The brand utilizes a modern hieroglyphic script to showcase its fashion collection, with the goal of enabling language-independent and internationally comprehensible communication.

The thesis project experimentally explores the cognitive perception of symbols and the fusion of images and text. Traditional writing is largely omitted in favor of symbols. The design includes elements such as a logo, business papers, an extensive collection of icons, two self-created sets of fashion garments, and a fashion catalog.

The brand’s website is www.a-vue.de. The poster design for “Mountain Climbing” received recognition at the “100 Best Posters 2009” and was featured in a book.

“À VUE” aims to provide a unique visual experience and overcome language barriers in order to successfully present its fashion collection on an international scale.

Corporate Branding Stationery

The “À Vue” corporate stationery impresses with its high quality and aesthetic design. From letterheads to business cards and envelopes, these elements embody the professional charm and distinctive brand identity of the company. Additionally, icons are utilized for communication.

Minimalist logo for “À Vue – Mountain Wear” featuring a bold black checkmark-like symbol connected by thin lines to the brand name set in a clean, modern typeface.
Branding set for “à vue mountain wear” displayed on a light grey background, featuring a letterhead, black brochure with climber image, business card, hang tags, and a red card with white icon pattern, all using the red square logo with white checkmark symbol.
Clothing hangtag for “à vue mountain wear” featuring the red square logo with white checkmark symbol and brand name printed on folded white card with a red inner side and round punch hole.
Logo for “à vue mountain wear” featuring a white stylized checkmark symbol inside a red rounded square, with the brand name set in a clean sans-serif font to the right.
Order form design for “à vue mountain wear” shown on two sheets of paper where the text has been replaced by minimalist black icons and symbols.

Poster

The posters feature a mountaineer or climbing motif on the front side, and on the back side, there is an icon-based communication representing the offerings. The icons are also visible on the front side through backlighting.

Backlit advertising poster for “à vue mountain wear” in a subway station, showing a climber on a dark background with a subtle icon grid shining through from the back of the printed poster.
Front and back of an “à vue mountain wear” poster series, with the front showing a climber on a dark rock face and the back featuring a black field covered in a white grid of small square icons.
Two “à vue mountain wear” posters hanging side by side, each showing a climber on a dark rock face with the red square logo in the top left corner and small white icons near the center.
Poster for “à vue mountain wear” showing a white sheet filled with a dense grid of small black icons representing the brand’s complete icon set (391 icons), with the red square logo at the top left.

Self-sewn fashion collection

The two clothing sets, consisting of a jacket, hoodie, pants, and T-shirt, were specifically designed for the diploma theme and developed in close collaboration with a fashion designer who also handled the realization of the pieces. We consistently used organic cotton as the material, which we personally dyed.

The T-shirts, jackets, and pants were created by Anne-K. Schmidt.

The fabric EtaProof was generously sponsored by Stotz-Fabrics.

Man wearing a self-sewn dark gray waterproof organic cotton outdoor jacket with red accents from “à vue mountain wear,” adjusting the hood over a yellow T-shirt against a light background.
Close-up of the back shoulder of a red organic cotton T-shirt with a small fabric loop detail near the neckline against a light background.
Man wearing a yellow organic cotton T-shirt and black organic cotton outdoor pants from “à vue mountain wear,” standing barefoot in a playful pose against a white background.
Close-up of the hood and shoulder of a dark gray organic cotton waterproof outdoor jacket from “à vue mountain wear,” showing red stitching, red zipper, and white cord adjusters against a light background.
Close-up of a person wearing a blue organic cotton long-sleeve top from “à vue mountain wear,” showing the extended cuff with thumbhole over the hand against a light background.
Man wearing a brown organic cotton hoodie with contrasting light trim, kangaroo pocket, and thumbhole cuffs, shown from shoulders to hips against a light background.
Hand-drawn front and back sketches of outdoor pants, showing white trousers with green reinforced crotch and inner leg panels, yellow pocket details, and dark knee patches.
Close-up of a self-sewn yellow organic cotton T-shirt from “à vue mountain wear,” showing a small red logo tab at the hem above dark trousers.
Close-up of the back of a person wearing a red organic cotton T-shirt over blue elastic-waist trousers, with one hand resting on the hip against a light background.
Clothing hangtag for “à vue mountain wear” featuring the red square logo with white checkmark symbol and brand name printed on folded white card with a red inner side and round punch hole.

Catalog

The catalog primarily relies on the use of icons and “icon sets” as the main means of communication. Through these visual symbols, information is conveyed intuitively and content is structured. This deliberate reduction to icons creates an appealing and easily understandable presentation of products and services in the catalog, facilitating effective and straightforward navigation.

Outer cover of the “à vue mountain wear” catalog, featuring a mostly black design with the red square logo at the top left and subtle illuminated plants emerging from the darkness on the right.
Open catalog spread from “à vue mountain wear” featuring multiple photos of a blue organic cotton hoodie from different angles, with all product information replaced by small black icons arranged vertically between and beside the images.
Dark catalog spread from “à vue mountain wear” showing a nearly black background with a faintly lit wildflower on the left page and a small white T-shirt icon in the top right corner.
Open catalog spread from “à vue mountain wear” featuring close-up photos of the yellow organic cotton T-shirt’s back neckline loop and lower hem with red logo tab, with small black icons replacing any text on the minimalist layout.
Dark, nearly black double-page spread from the “à vue mountain wear” catalog with a small white square T-shirt icon in the top right corner indicating the clothing section.
Open catalog spread from “à vue mountain wear” showing a dark gray waterproof jacket, with a back view on the left above a grid of descriptive icons and a full-body front view of a man wearing the jacket over a yellow T-shirt on the right.
Open catalog spread from “à vue mountain wear” featuring a man wearing a teal organic cotton hoodie with hands in the front pocket on the right page, and a grid of small black icons with two color swatches describing the garment on the left page.
Dark catalog spread from “à vue mountain wear” showing a dimly lit rock face emerging from the black background on the left page and a small white “art” icon in the top right corner.
Open spread from the “à vue mountain wear” catalog showing several detail photos of a dark outdoor jacket arranged on light pages, with all descriptive text replaced entirely by small black icons.
Open catalog spread from “à vue mountain wear” featuring close-up photos of organic cotton outdoor pants and a yellow T-shirt hem, with small black icons replacing all descriptive text on the otherwise minimal pages.
Open catalog spread from “à vue mountain wear” showing a man in a yellow organic cotton T-shirt and black outdoor pants on the right page, with a grid of small black icons and color swatches describing the pants on the left page.
Open catalog spread from “à vue mountain wear” showing clean grey pages with German text descriptions and specifications for the jacket, hoody, pants, and T-shirt printed in full for clarity.

Website

The website also leverages the use of icons to elegantly showcase the products and their key features.

Website of “à vue mountain wear” shown on a desktop monitor, displaying a dark interface with product photos of a waterproof jacket and navigation where all descriptive text has been replaced by small icons.
Website of “à vue mountain wear” shown on a desktop monitor, displaying a product page for black organic cotton outdoor pants with a model in a yellow T-shirt and all details, options, and sizes represented by icons instead of text.
Website of “à vue mountain wear” shown on a desktop monitor, displaying a dark interface with a centered popup panel containing a grid of small white icons that replace all textual navigation and product information.
Website of “à vue mountain wear” shown on a desktop monitor, displaying a product page for a teal hoodie with all product details, options, and sizes communicated through icons instead of text.
Homepage of the “à vue mountain wear” website shown on a desktop monitor, with a dark background, subtle illuminated plants, and scattered navigation icons replacing all text.
Website of “à vue mountain wear” shown on a desktop monitor, displaying a product page for a beige jacket with an orange hoodie underneath, where all product details, features, and sizes are represented by icons instead of text.

Icon Book

The book, which contains all the icons, features a stitched binding technique on the spine.

Cover of a sewn icon book for “à vue mountain wear,” featuring a plain red front with the white square logo in the top left and three small navigation-style icons aligned vertically on the right.
A page from a book displaying a black line icon of a water droplet over a clock face, with the number 2-3 inside the clock. Below the icon, the text reads "WATERTIGHT (2-3 HOURS)". The brand logo "À VUE – Mountain Wear" is at the top of the page.
A page from a book displaying six black line icons, each accompanied by descriptive text: "CHALKBAG", "WATERTIGHT (2-3 HOURS)", "BREATHABLE", "STRETCH FABRIC", "QUICK DRY", and "WINDPROOF". The brand logo "À VUE – Mountain Wear" is at the top of the page.
A close-up photograph of the black spine and part of the front cover of a softcover book. The spine features the white text "À VUE – Mountain Wear" printed vertically.
A photograph of the table of contents page from the book, with a list of icon names and their corresponding page numbers printed in black text. The list includes "CHALKBAG ... 4", "WATERTIGHT (2-3 HOURS) ... 6", "BREATHABLE ... 8", "STRETCH FABRIC ... 10", "QUICK DRY ... 12", and "WINDPROOF ... 14". The brand logo "À VUE – Mountain Wear" is at the top of the page.
A page from a book displaying a black line icon of a climbing chalk bag with a hand reaching into it, accompanied by the text "CHALKBAG" below it. The brand logo "À VUE – Mountain Wear" is at the top of the page.
A page from a book displaying a black line icon of a cloud with small dots underneath it, accompanied by the text "BREATHABLE" below it. The brand logo "À VUE – Mountain Wear" is at the top of the page.
A close-up photograph of the black spine and part of the front cover of a softcover book. The spine features the white text "À VUE – Mountain Wear" printed vertically.
A photograph of the table of contents page from the book, with a list of icon names and their corresponding page numbers printed in black text. The list includes "CHALKBAG ... 4", "WATERTIGHT (2-3 HOURS) ... 6", "BREATHABLE ... 8", "STRETCH FABRIC ... 10", "QUICK DRY ... 12", and "WINDPROOF ... 14". The brand logo "À VUE – Mountain Wear" is at the top of the page.

Corporate Design Manual

The Corporate Design Manual provides comprehensive guidelines for maintaining a cohesive and visually harmonious brand identity.

A red booklet functioning as the corporate design manual for "À Vue – Mountain Wear," featuring a white logo and small icons on a plain grey surface.
An open spread of the "À Vue – Mountain Wear" corporate design manual, featuring text paragraphs on the left page and two logo variations—one red, one black—on the right page, with a hand resting near the edge.
Open spread of the "À Vue – Mountain Wear" manual showing text on the left and red and black logo variants on the right, with a hand visible.

Further information:

– Liste der Preisträger
– Plakate der Preisträger
– Plakate als Video auf Youtube
– Das Buch beim Verlag Hermann Schmidt Mainz

Thank you!

“À VUE – Mountain Wear” Diploma Project Summer Semester 2009 (March – July 2009) © Daniel Treufeld

Supervision: Prof. Xuyen Dam and Stefan Claudius

Fashion – Concept/Design: Anne-K. Schmidt, Daniel Treufeld

Fashion – Realization: Anne-K. Schmidt

Product Photography: Martin Scherag

Outdoor Photography: Mark Ansorg

Website Programming and Script Modification: Daniel Treufeld

With kind support from: Stotz-Fabrics Zurich, who provided me with the organic cotton fabric “Eta-Proof” for the two jackets.

Siebdruck Kost GmbH Holzwickede www.kost-siebdruck.de

Koffler + Kurz Medien Management GmbH Dortmund www.kkmedien.de

Tewes Bookbinding Master Craftsman Business Dortmund www.buchbinderei-tewes.de

Dortmund University of Applied Sciences Department of Design