Linen White is a young, contemporary fashion brand founded in London in 2025. The brand takes an edgy and experimental approach to fashion, exploring a strong sense of contrast across its work, balancing softness with structure, minimalism with attitude, and refinement with rawness. These contrasts form an important part of the brand’s character and visual identity.
We worked with Linen White from strategy through to identity, helping to shape a clear and distinctive voice for its launch.
As a new name in fashion, creating a strong and recognisable first impression was important. We developed a bespoke typeface for Linen White, primarily used across the logotype. The lettering is minimal, edgy, and confident, creating a distinctive typographic character while reflecting the balance of contrasts within the brand.
The bespoke typeface then became a key element throughout the wider identity system. We applied it across apparel labelling, hangtags, packaging, stationery, and retail bags, allowing the typography to move naturally between different scales and applications while maintaining a consistent visual language.
The identity was designed to work closely with the product, carrying the same attitude across every touchpoint. Rather than treating the identity as a separate layer, we used typography and its applications to build a closer relationship between the brand and the fashion itself, creating a visual system that feels young, distinctive, and adaptable.