LINNETTE is a Cuban-Dominican, Miami-based designer brand behind versatile, sustainable handbags handmade in Italy, drawing its point of view from the elegant, classic style of the founder's grandmother. I was brought on as a freelance designer to update the brand's existing wordmark and, more importantly, to develop a logo and motif from scratch, something as recognizable and ownable as the monograms behind Fendi or Chanel.

The brief was to create a mark memorable enough to stand alone as a symbol of the brand, not just a stamp beside the name. I built the motif from four L's, arranged so the shape formed in the negative space between them became a mark of its own, giving LINNETTE two interchangeable motifs that function like puzzle pieces, each complete on its own but clearly part of the same set.

LINNETTE loved the result and rolled it out across the brand: the motif was translated into jewelry, and stamped, embossed, or printed onto purses, wallets, candles, silk scarves, wrapping paper, and more. It's become a signature detail customers recognize even without the wordmark nearby.

Services provided
Creative Direction | Art Direction | Brand Development