Swedish fashion designer Nina Jarebrink's clothing is known for a vibrant style that reminds women they don't need a reason to dress up. In Jarebrink's eyes there's no difference between Tuesday and Saturday. Every day can be a special occasion.
But in 2009, Nina was aware of the fact that her label's visual identity wasn't nearly as carefree as her clothing. She approached WORK for help in repositioning her label to reflect its position and attitude. The idea of "everyday luxury" was inherent in the brand, and the graphic identity grew out of this concept.
We focused on using simple, classic materials and shapes when developing Nina's logotype, patterns, hangtags, lookbooks, invitations and gift cards. Geometric, gold shapes, rich colors, and a playful retro 80s feel conveyed longevity, and an identity that was not stiff or rigid. The invites, made with gold foil and raw cardstock, were both fancy and grounded, making anyone who received them know they were going somewhere special. And they knew exactly what to wear.