The prompt: To celebrate
The studio needed a visual identity that could communicate its core belief that clothing is not simply a garment, but a medium for self-expression. The challenge was to create a logo that felt contemporary and distinctive while remaining versatile enough to function across multiple touchpoints, including clothing labels, packaging, digital platforms, and promotional materials. The identity had to capture the spirit of freedom while maintaining a refined, fashion-forward aesthetic.
Target Audience
Libreeze’s audience consists primarily of women between the ages of 18 and 28 who value personal expression, aesthetic awareness, and lifestyle quality. These consumers are digitally engaged, culturally curious, and financially independent, often viewing fashion as a tool for identity rather than simply a trend. They seek brands that support individuality and creative freedom, gravitating toward designs that feel both sophisticated and emotionally resonant.
rebrand concept
The design concept draws inspiration from the idea that “the skirt is a lake, reflecting any self you wish to display.” This metaphor guided the typographic exploration, leading to a logo that feels fluid yet structured—mirroring the movement of fabric while maintaining a strong visual presence. The final typographic mark balances softness and precision, allowing the identity to feel elegant and modern while reinforcing the brand’s philosophy of freedom, self-expression, and evolving femininity.
Libreeze
Libreeze is a women’s fashion design studio originated in Shanghai that celebrates individuality and the freedom to express oneself through clothing. The project focused on developing logo concepts that could reflect the brand’s balance of elegance, fluidity, and independence. Inspired by the brand name which is a word combo of "liberty" and "breeze", the identity was designed to embody both a sense of movement and a modern feminine voice, creating a mark that feels confident, expressive, and adaptable across fashion applications.
Visual Identity
Print Design
Merch Design
