Description
Process
Reetimee luxury fashion brand
Identity for Czech fashion brand
TASK: create logotype and identity for luxuries fashion brand
Brand Reetimee produces hight quality luxuries, unique, modern clothes for women. One of the distinguishable features of dress and accessories is cuts on them. To express three main parts of the brand: feminine (Paris), urban (New York) and free-spirited guided person (nature) were designed a logo mark with visual style.


Small details give the logotype special harmony between serifs, curves and cuts. Letter «I» stands for personality and letter «M» is about client’s name.

Full identity

Full identity

A whole brand in one shot.

Reetimee identity envelope

Stylish envelope for invitations and bills.

Reetimee identity cards

Business cards for personal communication.

Reetimee identity cards

Folders and blanks.

Full identity

Digital invitation.

Full identity

Posters.

A bit new topic for me. Conducting an extensive research over the fashion industry. Understanding what people think, like, brief, eat and do.

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Going for an inspirational walk around the city. As well visiting client’s working space.

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Setting up brief with key points about client, target audience and content.

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First round of sketches. Trying to find the good French, New York, modern looking «R». Thinking about other letters and whole logo placement. Digitalising some of «R» from sketches. No right proportions and flow so far. Trying cut alignment.

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Getting inspired by French Art Nuevo movement and creating the first «R». Looks heavy.

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For the end of 2nd week caming up with 6 concepts. Analysing the work and getting suggestions form the client. Concepts should be more feminine.

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With some idea in mind and feedback getting back to pencil, paper and thinking of more feminine letterforms. Thinking of cuts and letter placement. Cloths as well can be a part of the style.

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May be add some character, like «i» but from letter «R». Didn’t work that well. Trying some script solution. Looks bold. Not really connected with, what the client wants.

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Developing more options. Trying different spacing, cut and strokes.

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Ending up with 4 new concepts. Trying to think what she might like. As well all of them look similar. Trying to push throw and come up with new ideas.

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At the same time starting working on a bird symbol for special clothes line or just as a separate logo.

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Rejecting boring proposals and coming with a new rounded logotype based on «Delicate» typeface.

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Putting things in context with client’s work. Seems that the logotype is working pretty good.

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Moving to other options. Taking previous design, fixing «M», so it does not look like a «W», making type more rounded and softer. Adding serifs.

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Fixing details in the third proposal. Idea was to connect with loops and threads. Getting right the proportions, kerning and «M».

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Developing one of the safe options by adding additional cuts and rounded edges.

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Preparing the whole package and going to consult with the client. She likes the development and first option. Later she changes her mind because of low-case.

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Presenting to the client. (On the side client’s comments.)

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Moving on. Throwing out all previous options thinking out new one. Trying to understand what changes I should do. Client keet saying that typography is not rounded and not soft.

Reading literature about how to build rounded type, looking a more examples. Aiming for modern serif typeface. Creating a new concept.

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Printing new logotype, fixing mistakes, thinking about new «M» and gaps in the letters.

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Letters still look unbalanced and spaces look out of place. Seeking for different forms, starting with serifs. Coming up with the idea of the cut in serif. Applying to logotype.

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Developing each letter, one by one. M is giving some trouble, but it started matching the rest after some development.

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Getting the final version. Fixing kerning and small details, anchor points and white spaces.

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Coming up with and idea for a presentation – short video presentation, where all logo reveals it self.

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As well developing the bird. Among to show it as a separate piece.

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Preparing final presentation with the final logotype. As well explaining how the logo should work. Presenting it with the video.

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Thinking about safe zone around. It should be big to give the logo that luxurious feel. Also working on the final presentation and brand material.