Laj

The omnipresent basic is something born of need, that always has a place in your wardrobe; it complements everything and its arresting simplicity enables it to be freely worn on its own whether at the Yoga Studio, or on the town.

laj = Elevated Basics

Brand Background

laj uses minimalism to present an understated vision of an active, luxury lifestyle.

laj celebrates wellness and embraces multi functionality.

laj presents comfort. style and is engineered for movement while uniting refinement and functionality.

active wear becomes the foundation of the contemporary daily wardrobe and accessories help to support the framework of daily practices.

The Process

For the laj logo I researched through many different fonts and styles, i chose this san serif font to start with because i believed it best represented the brand's clean minimalistic elevated guide. I then altered the letters better suited for a logo. Lastly i added a line that flows through the entire logo because i wanted to convey movement through the type to align with laj's products that are engineered for movement.