Lilla & Charles is a brand of linen born in the United States but brings a little bit of Europe and Asia into its history. Each collection is developed in partnership with certified producers in France and hand-picked factories in India: everything to offer sustainable and cozy items.

To conceptualize the brand, we had several possible paths: luxury, sustainability, and quality, but we chose to talk about the complete experience provided by the brand: both for customers and for the production chain. With that thought in mind, we landed on the essence of the narrative: When you slow down, beauty arises. From there, we created a short but delicate manifesto about kindness: to the environment, producers, and the home.

From positioning to purpose, everything invites you to slow down and appreciate the details, in a concept supported by the archetype of the Magician, who transforms and enchants.

For the visual identity, the ampersand (&) is the protagonist. Representing the production chain and the company's values, its drawing and personality are inspired by the long mornings when the sun enters through the window and gently snuggles into the linen.

In the color palette, we picked earthy tones, bringing comfort, warmth, and elegance to the communication. Finally, the light serif typography carries a calm writing personality, as it should be.

In harmony with delicate images, the entire visual identity dialogues with the positioning, inviting you to look at the details and perceive the beauty within every composition.