COUTUME COUTUME COUTUME
[ BRANDING — ART DIRECTION — GRAPHIC DESIGN ]
The elegance of the smoking, once exclusively for men, revisited by women and for women, in unique sets. Timeless pieces to wear every day but also for special occasions.
[ THE BRAND ]
Our knowledge are based on the elegance and art of tailoring. In a world where women still have to correspond to the standards in this society, the name “Coutume” is a perfect blend between “moral and codes of society” (French word) we want to break by being more inclusive and the word “Couture” from Haute Couture. The idea is to offer a brand of smocking, a clothing often associated with men and specials occasions/dinner, with a more androgynous identity, also allowing women to access to this wardrobe.
[ SKILLS ]
Naming
Branding
Visual identity
Content creation
Social media
[ CREATIVE PROCESS ]
I created a typographic logo based on the aesthetic codes of luxury, with the typography reworked to make it smart. In this way I was able to create a whole visual brand identity. I then researched all the iconography (semiology of the image) so that it could correspond to the brand’s target audience and work for any advertising campaigns. The whole identity was worked around the key words: luxury, smocking, tailoring, with a choice of dedicated colour palette of black for luxury, red to highlight the identity.
