Rethink the brand identity of Ledin, a Chinese teenage fashion brand through a new positioning.
BRIEF

Led’in is a Chinese brand offering fashion clothes for a young Chinese audience. The brand asked us to rethink its logo as part of the brand’s repositioning. Led’in is known for its sweet, kawaii and girly approach toward fashion ; The identity had to reflect their values of freshness, fun attitude and fashion playground.

MISSION

I worked on the whole graphic and creative tasks, following the intern strategic recommendations :  Creation of new logo for the brand – Identity of the sub-brands Tibi, Love and Cool – Refresh of the existing brand collateral : hang tags, labels, shopping bags, letterhead, business cards …

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LOGO

The logo was design on a neon shape. For the sub-brands Love, Tibi and Cool, we created few simple geometric elements inspired from the game world.

CREDIT

Project created dwhile working at Mazarine Shanghai for Led’in.

All images and credit belong to Led’in.