Luxe in Loop was a conceptual branding project for a designer clothing rental brand. The company creates a sustainable and accessible way to participate in designer fashion.
Brand mission: Luxe in Loop brings designer fashion to the everyday woman. We empower people to feel their best every day. We’re not just a closet; we’re a community — one that swaps everything from clothes to inspiration and ideas. When we’re able to wear what makes us feel our best, we can be our best selves.
From rental to resale and beyond, we are broadening our vision to become the starting point for the circular economy. And with our goals to reduce our carbon footprint, we disrupt the industry’s norms to bring ethical designer fashion to everyone.
This project won 2nd Place for Graphic Design in Cal Poly's 2023 Juried Art & Design Student Gallery Exhibition.
Process: Logo & Identity System
I started with logo studies, where I explored typographic styles and relationships and visual symbolism. In creating the logo, I felt it was important to incorporate ideas of high fashion, sustainability, and community – three of the essential qualities of the brand.
I continued developing the logo and its significance. I wanted it to have a high-contrast, high-fashion look, while also pulling from the circular nature of the brand's sustainability strategies. I thought about the overall look and feel of the brand.
I conceptualized some potential graphic elements, photography styles, and colors. I considered the overall look and feel of the brand, aiming for sophisticated, yet bold and organic.
Final Solutions
Social Activism Campaign: I created a series of posters to be displayed in public places such as malls, encouraging consumers to "dress green" by shopping rental fashion. This conceptual collaboration between Luxe in Loop and the National Resources Defense Council would donate a percentage of all Luxe in Loop sales to the fight against climate change.
Pop Up Shop: The pop-up shop for is a way to build a Luxe in Loop community beyond the screen. This application includes a physical shop, social media ads, a clothing tag, and a postcard for attendees. I wanted the pop-up to have its own branding, yet to still feel cohesive with the rest of the brand's aesthetic. So, I created a custom illustration for the shop, which is used on the storefront, the website landing page, and the print assets.
Website: The homepage (left) and Pop-Up Landing page (right) reflect the brand's visual identity in terms of photography, graphics, and typography.
