Lu's idea portfolio
Siena
Siena is an online clothing brand which is set to launch later this year. They are committed to produce high-quality, affordable pieces that make women look and feel a better version of themselves. Their garments are stylish, practical and for women of all ages. Although based in Argentina, it is set to expand its horizons through all of Latin America, having internationality as its mission.
The icon is a combination of two ‘s’ letters which form the shape of a heart. Not only does this help convey the femenine and welcoming feel, but as it can be easily reproduced, it can be used for clothing branding in the future. The icon is meant to be classic and complementary to the brand’s name, as well as something that people could recognize and identify to the brand with ease. The fact that the ‘s’ letters are looking in, is a symbolic representation of the brand’s inclusivity and warmth.
The brand’s name is written in “Bell MT” and the tagline is written in “Montserrat”. Both of these fonts are stylish and modern looking, giving the message that ‘Siena’ is a brand for the women of today. The fonts are cohesive and clean, making the content clear to understand as well as aesthetically pleasing.
The chosen tagline ‘marcando tendencia’ (or setting trends in English) evokes how Siena is not a follower but a brand that is followed. They focus on producing high-quality, highly innovative designs that embrace the female body and highlight their style.
The logo, just like the brand, is timeless, tailored, cool, effortless, elevated, polished and chic.