The brief
Mikkel sells washed cotton basics in drops of about 300 pieces, online and at weekend markets. A different friend designed each drop, so the first had a script logo, the second a plain sans-serif and the third a smiley.
He wanted to sell to concept stores, and the buyers he met asked for a lookbook, a price sheet and a label that would still be the same next season. We had five weeks before the autumn drop.
What we made
A wordmark and a small mark that fit on a woven neck label, the back of a cap and a hang tag.
A palette built on the product: grey, stone and washed blue, with one warm orange from the photos for sale tags and the website.
Photo rules for every drop. Shot outside in the last hour of light, one product, the sky behind it. Then a lookbook template, a wholesale price sheet, social templates and a one-page site.
What changed
Late Light is now stocked in four stores in Copenhagen and Stockholm. Before the rebrand it sold only online and at markets.
The autumn drop sold out in nine days. Store buyers get the lookbook and the price sheet in one email, and Mikkel no longer briefs a new designer for every drop.
