Project Scope
- Brand Audit
- Brand Identity
- Packaging Design
- Website Design
- Art Direction
- Copywriting
- Social Media
The Opportunity –
With a rapidly expanding consumer base, a byproduct of significant growth, Luv Lou was looking for a slight reposition to mirror this exciting progression. This project focused on achieving maximum cut-through and purposeful impact for them with a revised identity.
Our Approach –
The collective goal was to elevate Luv Lou towards a more premium aesthetic, connecting them with their female foundations and aligning with their high-quality products. We set out to recreate the branding, carving a dynamic sense of identity that feels more refined, feminine and commercially viable.
“SM House elevated and refined our branding while maintaining the original tone of Luv Lou. The team really made an effort to understand the brand and its core values before work even commenced.”
Design Notes –
Paying homage to the brand’s feminine foundations, we explored various applications of the female form. We wanted to accentuate this key pillar and weave it into the visual identity, to create a strong brand narrative and recognition point.
The word marque developed uses a custom modulated typeface that feels simultaneously soft and strong. The crossbars in the letterforms, with their fluid lines and curves, are reminiscent of a woman’s natural shape. We crafted bold brand marques that carry confidence, taking their cues from femininity and serving as a balancing contrast to the overall visual identity.
A purposeful graphic system, with shapes created to use as image frames, drawn from several styles of Luv Lou sunglasses, spotlight the brand’s core value of inclusivity — reflecting the reach and diversity of their expansive audience.
“The concepts presented were amazing. Working with SM House was a seamless undertaking — we’re so happy with the final result”
Jayde Hall – Co-founder
