How to dress a new emerging brand at the crossroads of cosmetics, clothing and a rebellious and liberated mood, without making it a fabric of banalities? We have chosen the typographical path, working with unexpected associations around a typogram that encapsulates the character of L’Atelier Shelter.
The logo is a monospaced lettering, created for the occasion, endowed with a strong contrast: the design of the characters, structured and rational, asserts the seriousness of the brand. The E, with its free and frenetic layout, expresses the desire for liberty that is floating within the ‘bearded’ community.
This same contrast is reflected in the typographical guidelines implemented in the branding: we have associated the exacerbated casualness of Combat (Velvetyne) with the Swiss rigour of Simplon Norm (Swiss Typefaces). Packaging, stationery, posters, clothing and even skateboards: the graphic style of Atelier Shelter is deployed on different media, which we will develop over time.