BRANDING | PACKAGING | ART DIRECTION
BRAND: Seule is a Los Angeles based ready to wear fashion house focused on women's clothing. The brand's founder, a Polimoda alumnus, wanted to create a brand that explored the fantastical, whimsical aspects of florentine frescos that inspired her during her time there through the context of a luxury, elegant style. Set for a target audience of women 25-45, this brand appeals to women who love luxury fashion with a light hearted, unabashedly feminine vibe.
GOAL: Create a brand identity for Seule that captures the source of inspiration - enigmatic and fantastical 'grottesche' artwork, and portray it in a playful, rose-colored light. Portraying these characteristics while keeping the luxury, high fashion feel is key.
SOLUTION: Start off with gathering motifs and ideas from fresco paintings of Rome and Firenze, searching specifically for those with very feminine forms and pastel tones. Begin shaping the brand aesthetic with motifs and a color palette inspired by the frescos, adding an illustrative sketchy style that recalls vintage Lacroix and Schiaparelli drawings, all while keeping the dignity and elegance of the brand elevated.
