Lapeal

Identity

July’23

The task of the case

1

One summer, the lingerie brand "Lapeal" came to our studio with a request to streamline their visual style, make references to female nature in it, in other words, to develop a basic brand identity. It was very important to develop a style element that could be scaled to a variety of media, including laundry packaging

We turned our attention to such a part of the identity as a pattern. The designer of the case selected the most appropriate metaphor of the feminine principle and combined all the manifestations of a woman in one pattern. The result is a light and airy composition that perfectly emphasizes the character of women, their beauty and energy

Idea

1

Lapeal is a lingerie brand that combines self-care
and rebellious spirit as a manifestation of all facets
of a woman

Women are sensitive and emotional by nature, changes
in their physical and emotional state can be compared
to natural phenomena and elements

The pattern combines 4 elements: earth, water, air

• Earth — the principle of dispersion creates the effect of wind, which blows the grains of sand from the beach/road

• Water — the general ellipsoidal shape of the pattern, looks like water streaks

• Air — creates a light blur / blur effect, which in nature is fog

• Fire — the original pattern has a zig-zag lightning, which refers us to a thunderstorm, which attracts fire