Leizi

Inspired by the history of silk and the value of sleep, with a growing concern for issues related to skin nutrition and hair health, Leizi is a brand made from luxury materials based on ethical principles. Leizi expresses itself through fine garments in a unique naturalness, merged with the culture of cinema and influenced by nature’s architecture, history and romance. Leizi offers an exclusive look based on simplicity, whose exquisite pieces feature intricate details such as hand stitching emphasis to add individuality and personality to each piece, a superior note for a true beauty sleep.

Leizi is a new brand in the fashion market so the biggest challenge was to let know the public about this new brand and its differentiation and benefits. Supported by values such as well-being, luxury and ethics, it was crucial to visually convey the brand’s pillars as well as show the added benefits of the raw material used - a 100% organic fabric made with orange peel.

As it was a brand to be created from scratch, we started from the brand strategy workshop to consolidate its foundations: discover the core of the brand, establish the target audience and its positioning in the market and define a personality for it.

13 North Studio helped Leizi develop the brand's entire vision and created a visual identity, photography, message and website that could embody what the brand intended to represent and the way it wanted to position itself in the market.The visual inspiration theme was “the classic movie”. This concept aims to represent sophistication, pleasure, status and “me time” - the overall vision of the brand's mission to create a better and beautiful sleep - for you and the planet. The color palette is based on the dichotomy of two main colours: black (regarding the night) and white (regarding the day and the only color of the pieces) with a touch of intimate and feminine colours. The wordmark is designed in a serif font that translates luxury with beautiful curves that refer to the softness and delicacy of the main material.

As a result of this joint work, and soon after the brand's launch, it was already featured in British Vogue and Vanity Fair magazines, signed a partnership with a Portuguese Hotel and was invited to be featured in other well-known international fashion magazines.