Afterhours –  Lananh Le

“Strategy and identity for Lananh Le, a high-end eyelash extension artist offering a range of services from bespoke client treatments and training programmes to her own product and accessories range.

Deliverables included logo, website design, photography art direction, visual language, print materials and packaging.

The new design concept is based on two dimensions, the fact that
eyes are central to how we express ourselves and the artistry of Lananh’s approach: Lash looks are bespoke, created to suit the individual’s looks, style and personality. This attention to detail results in lashes that feel like a natural extension of the individual
and become the ultimate vehicle for self expression.

This informed the bespoke logotype with letterforms inspired by the thicks, thins and curves of lashes, and the signature mark, an eyelash arc composed of Ls from the logotype.

To build the concept of individuality, in addition to this core brand mark, we also created a set of supplimentary icons which mirror the core mark but seek to express a spectrum of different looks and moods that Lananh’s lashes allow the individual to express.

Working with fashion photographer Maxim Burlakov we created a series of model shots to work in partnership with the above. These eclectic ‘looks,’ inspired by her clients’ personal stories, informed an attitude to imagery on the site and across printed materials.

With a core colour palette of skin tone blush pink and eyelash shades of charcoal to black, supplemented with a secondary palette
inspired by eye colour, the whole identity seeks to express a subtle, understated luxury which extends to print in the accompanying packaging and Look Book executions.”