Project Insight

Contemporarily, Grailed is an online marketplace specializing in vintage, archival, and designer clothing. However, its origins stretch much further back—centuries, in fact. Grailed began near the close of the medieval period as a modest brick-and-mortar shop that offered high-end tailoring services utilizing only the finest fabrics available. Because of the exceptional quality of their work and the resulting high prices, their clientele consisted primarily of nobility and others eager to showcase their wealth and status through exquisite craftsmanship. At least, that’s the idea I wished to convey with this “De-Brand”, if you will.

The decision to explore this direction stemmed not only from personal interest in the medieval period, but also from the brand's name, "Grailed." In the fashion community, a "grail" refers to a highly coveted, rare item, while historically, the term evokes the Holy Grail—a treasured artifact tied to medieval lore and religious significance. By blending these associations, I created a brand identity that feels both historically rich and connected to Grailed's contemporary culture of exclusivity and desirability.