Lätt

Scandi fashion label

Visual Direction, Brand Identity, Packaging

“Where light lingers.”

Label that creates soft tailored fashion- softness through contrast.
A bold, structured logotype sits against sheer fabrics, delicate silhouettes and soft tailoring - allowing the imagery to bring feministy rather than asking the typography to do it.
The pattern takes its cue from the fashion- making process- technical drawings, pattern pieces and tracing papers layered and overlapped, with LÄTT letterforms becoming part of the construction. What begins as something technical becomes fluid, delicate and romantic.