EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
Designed by Labinovation
EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
Designed by Labinovation
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
EXCELSIOR LUSSO Background Excelsior Lusso produce clothing and accessories for women and men. Our products are African inspired, yet versatile in nature. The fabrics and materials used to make them are of the highest quality and organic. The craftsmanship is of high quality, which makes our products sought after for both formal and casual wear. Our clothing and garments vary from made-to-measure (custom made) garments, tailor crafted clothes, and ready-to-wear clothing (ready to wear). Communication implementation – Print & Literature & Gifting – Merchandise – Environmental – Digital – Launch event Challenge Excelsior Lusso face an identity challenge. Being in the fashion industry one has to be able to identify who they are, what they stand for and who they are for. Our approach is based on identifying their key assets. We used this insight to develop an identity that understands their purpose and why these assets (people - particularly women) keep coming back to them. With this understanding, Labinovation was able to create an identity that speaks to their core audience. Solution We never overdress... Excelsior Lusso is a clothing brand that wants to change people's minds and images. Our goal was to create an identity that is informed and challenged by their core audience. The idea was formed around the shape of the human body. Johannesburg. 2020
The Brand Story — Excelsior Diamond The name “Excelsior”, meaning higher, for the massive rough diamond weighing 995 carats, seems to have been inspired by the unique shape of the diamond, that looked like a loaf of rye bread, flat on one side and rising to a peak on the other side.
Logo Construction — Diamond Soul People come in all shapes and sizes but whoever they are, whatever they like, we are here to celebrate their uniqueness. The idea that human bodies come in a variety of shapes and sizes, such as a square, triangle, circle, oval, and rectangle, is an inspiration. It is a culmination of all these shapes. Behind our holding shape is a square that is flipped 45 and 60 degrees to form a diamond. To frame the body shape, we cropped this square. For this reason, we coined the phrase diamond soul. Together, the diamond shape and our lettermark form our logo icon.
Designed by Labinovation