Manual
Louisa Parris
Louisa Parris
Louisa Parris
Eponymous London womenswear label Louisa Parris creates elegant ready-to-wear garments that blur the lines between clothing and wearable art—merging luxurious fabrics with abstract patterns.
Most Louisa Parris garments are developed to be one size, designed to flatter all body types and shapes, and leverage consistent cuts and styles each season. Rather than conforming to the 4-season fashion calendar, Louisa observes a slow fashion model of two collections a year, numbered for simplicity and timelessness.
Manual worked closely with the designer to create a new brand identity for the line that captures the unique sensibility of Louisa Parris and her original vision. We sought to reflect the bold, graphic nature of her designs, introducing dynamism into typography, imagery, and communications.
To develop the identity, we researched a wide variety of materials to establish an understanding of Louisa Parris' influences, ideas and goals for the brand. Her work embraces graphic experimentation and structure with striking prints that are inspired by various art and design movements such as Bauhaus, Wiener Werkstätte, and Art Deco.
Eschewing current fashion trends of using simple, neutral sans serif typography, we designed a highly expressive custom logotype constructed entirely from straight and semi-circle lines. The unusual sizing of the letters results in a playful 'dancing' logo that feels both classic and contemporary.
The brand visual expression is an exercise in balancing simplicity with dynamism. Geometric typography and masked shapes overlay and reveal imagery. Thin rules bring structure to the website while playful dancing typography engages the eye. Bold pops of color create seasonal variation and punctuate an otherwise monochromatic palette.
