Lemaire
Lemaire
IdentityPackagingWebsite
LEMAIRE embodies a timeless Parisian style, defined by fluid silhouettes and a soft, muted palette. Known for its craftsmanship and high-quality fabrics, the brand is celebrated for its elegance, practicality, and collaborative spirit.
Founded by Christophe Lemaire in 1990, the label has evolved through several phases. In 2010, Sarah-Linh Tran joined the company, and in 2014, we were commissioned to rebrand it as LEMAIRE. This extensive project began with the logo and brand identity guidelines, expanding to the website, labelling, packaging, stationery, lookbooks, and digital communications.
The brand’s ethos shaped our approach to the redesign. We aimed to reflect its quiet confidence, drawing inspiration from cinematic and literary influences of 1970s Paris. The logo, crafted with contemporary geometric letterforms, reflects Lemaire’s balance of rationality, functionality, and timelessness. Its proportions and interplay of positive and negative space create a refined, modern identity. This careful attention to detail extends to the packaging, from the die-stamped logo to the meticulously selected paper colour and texture.
Our collaboration with Lemaire continues. We have notably been designing seasonal websites introducing their collections, including Spring-Summer 21, Fall-Winter 2021 and Spring-Summer 2022.
2014
