A New Creative Direction for Luxe By CC
Luxe by CC is a premium women’s fashion brand with an inclusive variety of sizes for different body types. The primary focus is on quality, comfort, confidence and inclusion.
The Challenge
Before launching online, they were looking for a new design direction that would allow them to more effectively speak to their core target group and stand out from others. They needed to present the brand as a luxury clothing line and reflect the unique qualities and style that they had to offer.
Target Customer: A luxe girl is younger, edgy and not afraid to take risks. Someone who appreciates quality designer clothes and needs stylish clothing that is also inclusive and comfortable.
The Solution
In order to more effectively speak to their core target group, they needed not only a luxury brand logo but a full style guide with all the elements that cohesively make up the brands visual language. It was a more collaborative effort with the client to ensure that we were on the same page during the ideation phase.
The logotype combines Emberly with Comfortaa into the wordmark. The Emberly typeface is more upscale urban in style and was chosen to add a sense of boldness and edginess. It also complements the Comfortaa typeface which is smoother and more rounded to convey the comfort. The finalized color palette is rich and creamy, but warm and comforting. The luxury brand logo is made up of a lettermark with the letters LXC. A style guide was developed with directions on how to use the logo as well as details on how they can approach color, typography, iconography and illustration.
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Luxe by CC is about being sexy and confident in the clothing you wear. The new visual identity combines the bold edginess with a more casual and comforting style. It is overall very clean, modern & simplistic.
Overall, the project was a success and the brand has been able to launch on both the Shopify platform and social media. To learn more, feel free to click this link to the website.
Would you like to work together?
If you would like to discuss a new visual direction for your brand, click below and let’s get in touch. It all starts with a free consultation.
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