Dressing smart women with freedom: Lavinia Turra’s vision
Laviniaturra stands as an Italian fashion brand synonymous with refined elegance, strength, and uniqueness, embodying the vision of eclectic designer Lavinia. Her background in humanities and love for strong pictorial experiences guide the brand in creating distinctive yet accessible products. I lent my expertise in defining the branding and assisting in creating the perfect visual system for their launch.
Translating Lavinia’s diverse design ethos into a visual identity presented the challenge of communicating decisive femininity, clean lines, and a new sense of dressing freedom. The focus on natural fabrics enhances the brand’s commitment to individuality.
Crafting the visual identity
The key elements of Laviniaturra’s visual identity highlight refined products through simple, clean design elements. Emphasizing ‘romantic’ and ‘feminine confidence,’ a new elegant marque, accompanied by a pastel rose and grey color palette, conveys simplicity and elegance.
The visual system reflects Laviniaturra’s commitment to decisive femininity and clean lines. The focus on natural fabrics remains prominent, aligning seamlessly with the brand’s sartorial philosophy.
The refined visual identity effectively communicates Laviniaturra’s dedication to offering sophistication and individuality. The elegant marque and color palette symbolize the brand’s ethos, appealing to a cultural elite while ensuring accessibility. Beyond aesthetics, the visual identity attests to the brand’s commitment to redefining freedom in dressing.
In this collaboration, my role as a fractional design leader involved translating Lavinia’s vision into a cohesive and impactful brand identity that captures the essence of Laviniaturra’s refined elegance and commitment to individuality.
