Maeven is a is a Brooklyn-based online clothing store with a collection of vintage, one-of-a-kind and preowned designer clothing. Their new identity has been crafted by Finnish freelance designer Lotta Nieminen whose portfolio is definitely work a look.

As you can tell from the pictures above, a lot of care has been taken with the colour palette to retain the vintage quality. It’s overall subdued tones are juxtaposed with an eye-catching salmon-red tone which really draws attention to the details. The presentation of the brand elements themselves is gorgeous, with the dull, green background acting to successfully embrace the set colours.

I usually draw attention to the logo, but in this case it is the branding that makes it for me. On it’s own, it’s nice, but nothing special. I may not give it a second glace despite being an avid lover of typography. It does however, suit the feel of Maeven – traditional with an elegant simplicity and creative twist to the cut elements.

branding, showcase, stationery, vintage