Charpie

When designer denim and fashion boutique Luxe contacted me to create a new logo for them, I was faced with a challenge. The store catered to both young fashionable women from age 16 to more mature women with refined style up to age 55.

My initial designs always swayed one way or the other. I struggled to find a middle ground between young, fun and innocent and bold, sophisticated, yet not highbrow.

This is how this design was born. The custom Luxe typeface seems to have two personalities. That of a younger still emerging and developing style as depicted at the base of the word to another as you continue to scan up the logo and the initial personality becomes more defined and even refined as it appears to almost grow and lift off the surface.

Zip zing!