Elvine is a Swedish clothing brand, represented in over 700 stores across Europe. Rooted in the harbour city of Gothenburg, the brand draws inspiration from its unpredictable weather, designing durable, functional jackets and other garments, tailored for an urban lifestyle.
Lundgren+Lindqvist first collaborated with Elvine in 2013, helping to shape the brand’s visual identity, seasonal lookbooks, and other promotional material over a number of years. Several years later, the partnership was revived to redefine and expand Elvine’s brand expression. In the years that had passed since the first collaboration, Elvine had worked with another design studio, who had redesigned their visual identity. However, the new logotype had proven to be complex to implement, and the surrounding identity framework was also in dire need of an update.
The updated visual identity is infused with the energy of a city based lifestyle, reflected in various urban touchpoints—poster boards, stickers, and beyond. The new design language evokes connotations to the streets of Gothenburg; a true rough-around-the-edges workman’s city, and similar cities, reinforcing the brand’s connection to its origins.
As part of the design process, Elvine’s logotype (a must-keep for the client) which had been redesigned in 2017, was updated and refined by Lundgren+Lindqvist—balancing the wordmark by correcting optical inconsistencies. To better harmonise the logotype’s calligraphic strokes with progressive typography and contemporary photography, the updated wordmark is placed within a container with slightly rounded corners. Much like a sticker, the logotype can be positioned freely across different applications, without strict rules for placement, allowing for dynamic and adaptable compositions.
A comprehensive brand manual was developed, detailing guidelines for typography, colour, and other elements, including a set of templates for SoMe posts. A type hierarchy system was established, ensuring that each size maintains a harmonious relationship with its larger and smaller counterparts. While black and white serve as the primary colours, two other secondary hues and their opposites can be used. This expanded palette introduces vibrant and contrasting tones, echoing the raw aesthetic of fanzine culture and the weathered poster boards of the street.
