Form is working on the identity of Lettuce, creating packaging, point-of-sale graphics, brochures and website for the ladies’ scarf brand.
Form was appointed in April by Lettuce director Adrian Lisle, who says it was chosen because of its experience in design for the music industry.
Lisle says, ’I thought creating a look for a band that nobody had ever heard before would translate into establishing a strong personality for Lettuce.’
The consultancy began the project by carrying out a brand audit, and decided that Lettuce needed to break down its large range. It created three sub-brands – Lyric, Boho and JuJu – and devised the strapline ’Your scarf, your scene’.
Form partner Paul West says, ’Lyric is Jesus and Mary Chain meets The Virgin Suicides shot as though through a Lomo [camera] filter.’
The consultancy commissioned photographer Sarah Cresswell to shoot new model shots at various locations around London to capture the personality of each of the sub-brands.
Form appreciated the ’odd correlation’ of the Lettuce name and logo with its products and worked with the existing logo, continuing its roundel into the circular portal of point-of-sale material. It chose the typefaces Typ and Typ Alt to complement the logo without being overtly feminine.
The consultancy has also created a brochure and trade-show graphics for Lettuce and will start work on the brand’s website in January 2011. The site will roll out in two stages – the first will be an online look book to inspire the end-user, and the second will involve an online shop.