Syngal Corke Wallis rebrands luxury womenswear brand Lecoanet Hemant

Syngal Corke Wallis has rebranded luxury womenswear brand Lecoanet Hemant, creating an identity that aims to represent a conversation between the line’s fashion designers.

Lecoanet Hemant clothing tag
Lecoanet Hemant clothing tag

Syngal Corke Wallis was brought in at the end of last year to create a new identity and digital strategy for the brand, aiming to help it expand internationally with a more ‘global’ look.

The branding is based around the idea of ‘original detail’, according to Syngal Corke Wallis. The logo is formed to look like a redacted conversation, and can be modified for different applications to reveal or conceal different lines.

Lecoanet Hemant logo variation
Lecoanet Hemant logo variation

Michael Wallis, creative director says, ‘I think they needed an international perspective – something that wasn’t obviously European or Asian, as the name straddles both. It needed to look global, with a level of professionalism and attention to detail’.

The brand was Paris-based during the 1990s, and returned to its original New Delhi home in 2002. The new branding work was created in New Delhi, where Syngal Corke Wallis has an outpost, though the work was split between this and the London office.

Lecoanet Hemant clothing tag
Lecoanet Hemant clothing tag

A ‘timeless’ black and white colour palette was chosen to reflect the brand’s high-end fashion credentials and ‘allow the colour of the clothes to come through’, says Wallis.

A modified version of the Archer typeface was used, aiming to give a ‘classic’, ‘modern’, ‘sophisticated’ look.

Lecoanet Hemant swing tag
Lecoanet Hemant swing tag

Wallis says, ‘Hemant and Didier oversee everything and personally spend an incredible amount of time, skill and effort on every piece of clothing. The brand had to capture this. To add mystery and glamour, the words are hidden. You have to look closely to find the full story.’

Lecoanet Hemant website
Lecoanet Hemant website

The new branding will first be used across the brand’s high-end ready-to-wear range, and will be rolled-out to other sub-brands in future. It is used across all touch points including clothing labels, online and on in-store graphics at the brand’s Delhi outlet.

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