
When LUCO first set up shop, it wanted to offer something no other local boutiques did—an inclusive, up-scale shopping experience with affordable prices and an extensive plus size range of clothing.
For the creative direction of the brand identity, I wanted to create the 'upscale' look by combining elements found within the shop itself. LUCO's building was originally a bank, and the inside features a huge golden vault door, and high, white ceilings with intricate patterns. This became the main inspiration behind the pattern that frames a lot of the branded assets. To keep the brand from feeling too traditional, I began knocking out pieces of the pattern to create interesting shapes. Pairing rich colors and sleek typefaces with lighter tones and a fun handwritten script, the brand presents itself as luxurious and classic, while maintaining a sense of approachability. The brand voice further enhances a sense of friendliness, with messaging that is casual but empowering to women of all types.