The Brand Identity

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Damien Berhelot and Nada Bennani combine to rebrand French menswear boutique Le Labo

Le Labo is a menswear boutique located in Valence, a small city in the southeast of France. They stock a curated selection of contemporary clothing brands such as Comme des Garçons, Maison Margiela, Stone Island and Y-3. Having developed a loyal consumer base since opening their doors in 2014, the store’s owners decided a fresh visual identity was required. To help them, they sought out the skills of French art directors Damien Berhelot and Nada Bennani.

Their solution is intentionally straightforward and minimalistic, acting as a platform for Le Labo’s products and future ventures. Its typography is set in a considered mix of GT America Standard Medium and Mono Regular, with the former predominantly used for the logo and the latter for smaller, more intricate supporting text. The typeface was selected for its blend of American Gothic and European Grotesque styles, representing the location of the store and its globally-designed products. Speaking on how the identity might evolve, the design duo adds that the “design choices are not intended to be finite”.

Typeface: GT America by Grilli Type

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