Branding & Visual Identity · Client project
Maison Àdé
Quiet luxury, rooted in Lagos
- Brand
- Maison Àdé
- Sector
- Fashion
- Disciplines
- Branding & Visual Identity, Logo Design, Print Design
- Status
- Client project
01Overview
Maison Àdé is a bespoke fashion house producing tailored, indigo-dyed pieces. We built an identity system that feels as considered as the garments — from the wordmark to the box a customer opens at home.
02The brand
Background & identity
The brand sits between two worlds: the slow, hand-dyed adire tradition of South-West Nigeria and the sharp silhouettes of contemporary tailoring. Its name — Àdé, meaning crown — signalled the dignity it wanted to carry.
03The brief
The challenge
Create a luxury identity that reads as globally premium without erasing its Nigerian roots, and that works equally well on a woven label, a shopping bag and a digital lookbook.
04Creative direction
The concept
We let restraint do the work. A high-contrast serif wordmark keeps the tonal marks of Yoruba intact, forest green replaces the expected black, and antique gold is reserved for moments of touch — foil, seals and stitching.
05Design development
How it came together
Maison Àdé
Step 01
Wordmark study
Twelve serif families were tested for how gracefully they carried the grave and acute accents of 'Àdé'.
Step 02
Monogram
An interlocking M and A was drawn for seals, buttons and embroidery where the full name won't fit.
Step 03
Material palette
Uncoated cream stock, linen textures and matte green board were chosen before a single colour was finalised.
06Typography & colour
Aa
Didone Serif
Wordmark & headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Aa
Spaced Grotesk
Labels & supporting copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Forest
#1F3A2E
Antique Gold
#B8914A
Ivory
#EFE8DA
Indigo
#22305A
07Final presentation
The identity in use
How the system comes to life across real touchpoints and applications.
Maison Àdé
FashionQuiet luxury, rooted in Lagos
FashionM
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This project was crafted by CLEVAR in collaboration with Maison Àdé to deliver an impactful brand identity and cohesive visual experience.