LESS is the brainchild of fashion designer Mariana Brito, who joins a new generation of consumption-conscious creators with her line of timeless, useful, and beautiful pieces.. She approached us with her aesthetic sensibility: she creates pieces with the goal of enhancing natural beauty by creating meticulously constructed, tasteful pieces that will stand the test of time. This sensibility translates into the philosophy of the brand in general. LESS is about finding joy and beauty in simplicity and in that energy transfer, finding joy, beauty, and grace in oneself as one is. LESS is the opposite of mindless consumption: thoughtful, unique, made to delight for years to come. 

Brito approached us in the early stages of her design process to help her define the brand and then design a logo and starter identity kit that would take her through to launch for her inaugural collection, tentatively scheduled for Spring 2019. 

In our first meeting, we defined what her brand characteristics were and what that meant visually. LESS is understated and minimalistic, which visually translated into off-white hues, organic materials and shapes, and lots of negative space. Timelessness to her meant geometric construction and the use of bold colors.  

Femininity was also a key concept. But this her concept was about femininity as sensuous: curves, contrasting line thicknesses, calligraphic flair. And finally, versatility should be minded--the brand is still in its infancy, so it should be built as a system meant to grow.  

We presented a set of four logo directions, each with two variations, each marked below

We created a logo, variants for different uses including a monograma style guide advising on color palette and typefaces, and some simple brand collateral to help the brand get off the ground.