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Lyra
Revolutionalising Modest Activewear for Women
After revolutionizing modest swimwear, Lyra (formerly Lyra Modest) set its sights on a new direction, expanding beyond swimwear into other fashion collections. Without an existing brand identity, Lyra approached us to craft a clean, established, and contemporary identity. This rebrand signals Lyra’s evolution from a modest fashion label to a go-to fashion brand, with the introduction of daywear into its collection. The identity is designed to be timeless, allowing room for future collections and positioning Lyra as a recognized name in fashion.
Brand Images - Lyra
brand colours
As part of Lyra's rebrand, we wanted to introduce colours that reflect elegance and modernity, qualities aligned with the brand’s modest fashion ethos. The inclusion of "Lyra Blue" as the brand’s hero color adds a distinct, recognizable element that sets LYRA apart in the modest fashion space. This desaturated blue evokes a sense of calm confidence while offering a unique visual anchor across digital and physical touchpoints. Complementing this, the lavender tones add a touch of femininity and softness. "Lyra Green" introduces an organic, grounded element that speaks to timelessness and subtle luxury. Collectively, this palette is sophisticated and contemporary, balancing brand recognition with a sense of understated elegance.
Logo
For Lyra, we designed a logoword inspired by the simplicity, timelessness and subtle femininity of its brand. The logoword features a clean, sans-serif typeface that conveys modernity and simplicity. The use of all-uppercase letters adds a sense of confidence, aligning with the brand's commitment to empowering women through modest activewear. The spacing between the letters is balanced, ensuring readability and a sleek aesthetic. Overall, the logo effectively represents a contemporary and minimalist brand identity.
Logomark
The logomark, a highly stylised L, serves as Lyra's secondary visual identifier. It encapsulates all of Lyra's qualities in a single mark. This mark is now applied across communications to enhance the visual interest of layouts in both filled and stroke designs, functioning as images and text containers to highlight information, add depth to the design or to simply contribute to the overall aesthetic of the communication.
Typography
Lyra's typography much like its logo balances subtle femininity with simplicity. Using Attila Sans Sharp by Kometa, a distinctive sans serif with high contrast and Kern Extended, an extended sans serif for headers, the communication takes an established and editorial look. For a personal touch, the typography employs a handwritten font ideal for notes.
