Created in 2025 at creative agency Lost & Found, Luxury Laundry & More is a luxury visual identity system developed for a premium garment care brand. The brand identity guide establishes a sophisticated visual language designed to communicate quiet discipline, impeccable taste, and enduring elegance. The objective was to elevate high-end fabric care services into a refined lifestyle brand through a cohesive design system across physical collateral, custom iconography, and digital media.
The Concept
The core concept is anchored by a monogram mark combining dual “L” letterforms. The logo’s silhouette blends graceful serif typography with flowing lines that evoke the movement of soft, freshly pressed fabrics. Adding subtle depth to the mark, the structural curve draws inspiration from the Georgian letter “m”, infusing cultural nuance into a balanced monogram that communicates precision, warmth, and timeless sophistication.
Art Direction
The art direction favors an understated editorial aesthetic, pairing a polished color palette of deep navy (#343450), powder blue, mint green, and champagne with clean white space. Typographic hierarchy is driven by Felix Titling for titles, Playfair Display Italic for subtitles, Libre Baskerville for primary body copy, and Poppins for secondary sans accents. The visual system is supported by custom geometric frame elements and a structured, color-coded garment care icon set covering washing, drying, ironing, and cleaning instructions, complemented by editorial photography featuring soft lighting and billowing textiles.
Final Reflection
The final outcome is an executive-level brand identity that redefines laundry care through the lens of quiet luxury. By harmonizing traditional typography, custom iconography, and a subtle cultural motif with serene editorial visuals, the project delivers a versatile branding suite across print guidelines and social media strategies, exemplifying how functional services can be transformed into an elegant, high-end brand experience.
Company: Lost&Found · Art Director: Tako Kostava
