The identity had to perform in real-world use — suitable for embroidery and labels, strong in one colour, subtle on garments.
Key challenge: recognisable, without being loud. The balance between cosy and premium had to feel effortless, never forced.
Category
Fashion & Lifestyle
Year
2025
The Challenge
The mark had to work at the smallest scale — embossed on a label, stitched into a garment, printed on a tag. It needed to hold in one colour, recede when needed, and still feel premium at full size.
The Approach
A compact LL monogram and a rounded wordmark. Each works independently; together they form a flexible system. Design focused on soft shapes for comfort, bold structure for visibility, and minimal detail for scalability.
Logo Concept
Monogram
Constructed from two Ls — wider base (seat), shorter top (backrest). A subtle nod to lounging, without being literal. Compact and highly scalable: holds at 8mm on a label and reads from across a room.
Wordmark
Bold, rounded, modern. Warm, not technical. Simple and confident. The letterforms carry softness without sacrificing structure — exactly the balance the brand needed.
Colour Strategy
Orange
#E8622A
Black
#1a1a1a
Cream
#f5f0eb
Warm, energetic, recognisable. Orange works across fabrics and backgrounds, holds strong in light and dark, and adapts to single-colour production without losing its character. Supported by black, white, and neutral cream.
14
Days to delivery
100%
Human-crafted
1st
Concept approved
The Result
Distinctive Monogram
Scalable from garment label to storefront. The LL mark works at any size without losing its meaning.
Timeless Wordmark
Soft and rounded. Warm, not technical. Designed for both product and brand — not one at the expense of the other.
Flexible System
Adaptable to single-colour production, embroidery, digital, and packaging. Designed with real use in mind from day one.
“Exactly what I had in mind — and then some.”
— Lucas, Founder
