Client
Independent Fashion Label
Services
Branding, Packaging
Year
2020
My initial attraction to Buoy’s work was their blend of personality and professionalism. They turned squiggles on pages into the perfect brand to summarise my work as a fashion designer.
Lexi Alexandra
Lexi Alexandra is an independent fashion label with a passion for eclectic looks. Their range is inspired by an eco-conscious look at the fashion industry, and the stories of those who have struggled with hoarding. As a result, Lexi Alexandra looks to reuse materials to create new belongings, and help people find a fresh start for their personal items.
This exciting outfit was in need of a fresh brand world that reflected their values, and much like the looks they design, Buoy wanted to create something that was perfectly juxtaposed. Modern vs Vintage, Hoarding vs Disposable, New vs Old.
Buoy’s final deliverables for this project included a set of swing tags, fuelled by the idea of ‘hoarding’ collectable trading cards, brand design, and a series of wash symbols.
Logotype and Monogram:
We began by creating a monogram based on rather peculiar abstract drawings of people that Alex does during her fashion process to ideate different looks. Not only so that Alex had various versatile options for logos, but so that Buoy could create a back pattern for a playing card theme (more on that later on!)
For the logotype, we took an absolutely timeless sans-serif, before extruding the text to give the logotype a large shadow for a nostalgic, 70s disco feel. With a colour palette of rich pinks, blues, and purples, this logotype was sure to have some nostalgic personality and character, much like the clothes the logotype appears on.
Swing Tags:
These bespoke swing tags are rooted in a love of collectable trading card games. The swing tag sets come in pairs, each set consisting of a ‘Top Trumps’ style tag with individual statistics and product information, and a generic price tag featuring washing information and sizing.
Each tag is crafted with a custom ‘card back’ pattern. The pattern is constructed out of the Lexi Alexandra monogram. The swing tags all house a stylised drawing done by independent artists, and each card is individually numbered so that repeat customers can watch their limited edition collection grow!
Conclusion:
Lexi Alexandra, as a result of working Buoy Digital, has a retro-modern brand world full of bright and vibrant colours. Everything about the brand has been designed to reflect Lexi Alexandra’s personal and intimate journey with obsession and fashion, but does so with a touch of vintage class.
We both wanted an element in the way that the clothes are displayed to reflect back on the importance of discussing hoarding and obsession, and both we and Lexi Alexandra believe our final deliverables have done this.
The different tags not only expand on and reinforce our client’s brand world, and prove authenticity of the clothing to customers, but add a new element to interacting with fashion garments… Being able to hoard ornate cards and play games against those close to you, just like we did with Top Trumps, Pokemon, YuGiOh, and Match Attax when we were younger.
