Laverne
Making affordability feel aspirational.
- Positioning
- Brand Identity
- Visual System
A complete visual system designed to communicate aspiration and accessibility before the brand's products even reach the customer.
Affordable luxury is the hardest position in retail. Lean elegant and the price feels wrong. Lean accessible and the desire disappears.
Laverne had to be wanted and reachable at the same time, and the brand had to say so before a customer ever touched a product.
We treated the tension as the brand rather than a problem to resolve. Elegance carries the desire; warmth and restraint carry the accessibility.
In practice that meant spending the brand's luxury budget on craft and proportion, not on ornament.
A wordmark and monogram with couture proportions, a considered type and colour system, and packaging that does the persuading: shopping bags, hang tags, apparel, and product applications where perceived value is actually decided.
A complete visual system that communicates aspiration and accessibility together, before the products reach the customer.
The full visual breakdown for Laverne (identity, type, colour, and applications) is documented on Behance.
View Laverne on BehanceYour brand probably has a problem worth solving.
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