Upton Belts Branding by Wedge & Lever

Upton sells belts, and the packaging behaves like one. Each white box carries the name small and centred, with a black strip crossing it at an angle — a belt over a waist.

Wedge & Lever built the identity from the ground up for a group of entrepreneurs who saw white space in the belt market. The brand sells online only, which the studio argued would keep the product American-made.

A second image shows the same restraint at close range: a folded black band, white inside, the name reversed out in white along the curve. Black, white, and nothing else.