Luxemono

With a need to communicate the growth of a more mature & confident brand image, we took cues from high-fashion where sharp, chic typography and dynamic yet refined material palettes reign at the top.

Understated, elevated classiness is expressed 
through a logomark that merges the idea of luxury and monogramming together from the letters ‘L’ and ‘M’. Its dynamism is emphasised through its staggered height and letters merging into one. The new logomark can be used together or on its own as a ‘sign-off’ mark from the brand in different channels. Paired with a simple yet refined logotype for an understated look.

To create a personalized and luxurious brand experience all around — we created new visuals based off future touch-points in the new brand language that they could include to enhance the customer journey.

We wanted to introduce a primary serif into the brand and picked Cormorant Garamond for its elegant form and versatility to be used in both display and text usage. To pair with, the brand uses Roboto as its secondary sans-serif typeface, a highly legible and versatile font that can be used widely, big or small, especially on Luxemono’s main touchpoint — their website.

We complemented primary core neutrals with a striking mandarin orange accent as part of the overall identity. A more expansive secondary colour palette was created, inspired by fashion trends or inspiration for future collections from the brand itself.

This secondary palette changes from each season or collection depending on the trends that the brand decides to follow. They’re also a flexible option for campaigns or seasonal product launches.

The Luxemono website was redesigned to be as simple as possible while retaining the refined look of the new identity, from browsing to point of purchase. We placed the products at the forefront and renewed the e-comm experience to be even more intuitive for shoppers.

The product page includes a personalization tab for monogramming options before shoppers add the product to their bag. Options for an additional gift card show up in a separate tab next to the call-to-action.

The bag page is kept simple with all the personalization details of the added product, as well as the total cost. This screen signals the start of the brand’s checkout flow.