Neuage.design
The word Lehwatch is Amharic for “exchange.” With this in mind, Maisha (aka Uncle Guiseppe) approaches her fashion line in a unique way. She takes fabrics specifically used in mattress making from Ethiopia and repurposes them—gives them a new life—as many kinds of garments.
Branding • Lettering • Art Direction
Maisha was incredible to work with as we were both familiar with the creative process. We used this to push daring designs for her brand. She provided a great background to her ideas and where her style inspirations come from, which was instrumental in shaping my approach.
I knew immediately that what I created should not feel anything like other fashion brands out there (although I did explore an option using didone-like lettering, but with a twist). All of the concepts are custom and hand drawn. From there, I played with what sort of identity variations, typography, colour palettes, and layout could support her products.
LEHWATCH is bold and loud, but fairly simple to contrast the clothing patterns. It also resembles a mattress by being chunky with soft, rounded corners. We kept things black and white to let Maisha’s garments stand out. Ultimately, we achieved something authentic, flexible, versatile, and practical that will only gain more life from here on out.
Maisha now has a solid brand identity that she can directly associate with her fashion line. She is using it on her social media for promos and launches. I’m proud to say that her work has also been written about in an article on Vogue’s website.
Social Posts
Client • Maisha Marshall-Ende
Date • May 2021
Photography • Nika Thompson
