Branding for a network of lingerie stores "Defile". The work you definitely saw

About working with a network of lingerie stores "Defile" we remember every time we find ourselves in the shopping center. The fact is that it has 90 points in 30 cities of Russia, so the logo of the company often catches the eye. It warms my heart that it was developed by our studio. He is gentle, elegant, refined, aesthetic, elegant, elegant... Okay, we're getting carried away. But it was really cool! A real collection for Pinterest.

The customer asked to reflect the philosophy of comfort and softness in the design. The message from the lingerie store is organic, only it does not coincide with the brand name. The word "defile" is about fashion, heavy suite and chic. I had to think hard about how to get away from the luxuries and focus on the lightness. In order to convey the image of comfort and airiness, in the writing of letters we alternated thick and thin lines.

For conciseness, the first letter in the logo was written in Latin – “Defile”. So we avoided the sudden transitions inherent in our usual "D". Smoothness was the guiding star in this project.

To each set of linen, the company attaches a rectangular tag. Of course, it should also have a logo. But its format is such that the word "Defile" looked cumbersome. Then we decided to prepare a version of the logo in the form of a monogram: a minimalist symbol, where the letter “L” is inscribed in the “D”.

We chose the palette. At the request of the client, pink was refused immediately. It is based on a strict and delicate combination of black and white. But the real find was accent colors. There are two of them, and they are unusual: tin blue and yellow brown. The first is cold, responsible for restraint. The second is warm, symbolizing comfort. 

I recommended the font. Onest looked better than others: neat, with low contrast and high readability. It is perfect for typing large texts and reading from different devices. The font combines capacity and legibility.