Lemaire

IdentityPackagingWebsite
SS23
SS23
SS23
Collaboration with Atelier La Folie
Sound

Lemaire

Lemaire

IdentityPackagingWebsite

Lemaire specialises in a timeless Parisian style made of supple silhouettes in a soft colour palette. Producing carefully crafted garments with the highest quality fabric, the company is lauded for its elegance, practicality and collaborative approach.

The fashion brand was founded by Christophe Lemaire in 1990 and has undergone several iterations. In 2010, Sarah-Linh Tran joined the company, and in 2014 we were commissioned to rebrand it as LEMAIRE. This extensive work began with the logo and brand identity guidelines and extended to the website, labelling, packaging, stationery, look-books and digital communications.

The label’s ethos and identity informed our approach to the redesign. We aimed to echo its confident quietness and were inspired by its visual references, which include cinematic and literary references from 1970s Paris. We designed the logo using contemporary geometric letterforms which allude to Lemaire’s rationality, functionality and timelessness. Its proportions and the relationship between positive and negative space create a pared-back and contemporary voice supported by the carefully crafted packaging, which is visible in details such as the die-stamped logo or the carefully chosen 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