The visual and narrative universe of the new Loreak Mendian.
We conceptualised a new way of communicating to stage this change of positioning and internal brand culture. In terms of discourse, taking into account the target audiences, we gave shape to a new way of telling our core themes: Design, Functionality and Sustainability. We differentiate the segments within our audience to modulate the discourse and make Loreak Mendian relevant to each and every one of them. Graphics: discourse, audience levels, etc.
We also shape a whole graphic universe to solve the different communication pieces that a fashion brand faces today: catalogues, lookbooks, website, newsletters, social networks... We conceptualise the historical contraposition of concepts in the world of design form - function with recognisable and unequivocal features: how we use colour, image and typography becomes the tool to graphically conceptualise our discourse: