An uniform with human touch.

Fresh, LVMH | Logo/Uniform Design

/Challenge
Fresh, a boutique cosmetics brand of LVMH, is looking for uniform design that matches its natural and causal brand tonality.


Strategy
Uniform is hardly associated with casual. It often associated with army, cold and inhuman. How will you give human temperature to an uniform?

In school, everyone wears the same school P.E. uniform. Yet, our parent often stitches a little embroidery to make our uniform unique and avoid it to mix with others. That little embroidery gave the uniform with a warm, human touch.

We proposed to blend the logo in the embroidery, to add human touch and tone down the formality at once.


/Creative
In terms of embroidery design, we get the inspiration from their hero product – the natural soup. Its oval shape and floral patterns are used as the foundation of the design; then we added ribbon and other decorative elements to add a hint of celebration.

Lastly, to make it even more casual, we chose denim as the uniform’s fabric.

Classic fresh oval soap.


SS20 uniform.


The original graphic idea: fresh’s signature oval soap with  “30” at the both ends of the ribbon.


On Slasssh’s 265g cotton T-shirt


On denim shirt.