In 2019 the Swedish fashion label L’HOMME ROUGE went trough a sustainable transformation centered around the notion of removing rather than adding. Throughout the production line, they started to meticulously cut unsustainable fabrics and processes. To help manifest this new strategic shift, Figur developed a new brand identity where the name and its wordmark was reduced to its bare minimum -resulting in a strong L’H R mark. The identity was founded on a strong typographic base and a curated material selection for printed matter.
