Filrouge. Atelier.
Brand design

Working process

Work on the project began with the study of references, the analysis of the target audience and the meanings inherent in the name "Filrouge". It was important to convey the feeling of "handiwork", delicacy and simultaneous consistency — as if you were following a thin but confident thread.

I started by analyzing the references, the meaning of the name and the target audience. The idea of "fil rouge" — as a thread running through the entire brand — became the basis of the visual concept. I chose the style, fonts and colors, and built a system in which visual lightness is combined with an internal structure.

Create a visual identity from scratch for a premium atelier specializing in hand embroidery and natural materials. The brand aimed to speak through refined aesthetics rather than flashy statements — conveying quiet confidence and timeless craftsmanship.

Logotype,
Brandbook,
Social Media,
Visualization on media,
Print files

Focus on the idea and the system is the main thing. Even a minimalistic identity can be intense if it has an internal logic. This project has become an example of how content is conveyed through a form.

We crafted a custom wordmark with soft character, easily adaptable across tags, packaging, and digital formats. The visual system features a calm and thoughtful color palette, paired with typefaces that express clarity, taste, and restraint.

Executed works

Results

Conclusion

The identity was built around the idea of the Fil rouge — a red thread that runs through everything. This metaphor shaped the entire visual language: from elegant, flowing lines to balanced compositions and understated rhythm.