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Boheme

Linen sold as a temperature, not a fabric.

Poolside campaign frame with the Boheme script mark set over the scene
Client
Boheme
Sector
Resort & Linen Wear
Territory
India
Disciplines
Brand IdentityFashion BrandingCampaign DesignSocial Media Design

The brief

Resortwear competes on feeling. Nobody buys linen for the weave — they buy the afternoon it belongs to, which meant the brand had to be built out of weather, light and pace rather than product detail.

A soft script mark, a sun-bleached palette and campaign lines written to be read slowly. The photography stays in real locations at real hours so the clothes look worn rather than styled.

Scope

  • Brand positioning & tone of voice
  • Script logotype
  • Palette and typographic system
  • Campaign art direction
  • Seasonal campaign design
  • Social media system
Campaign frame of a model in a black linen shirt beside the Boheme mark
Boheme — 01
Campaign frame of two models in linen shirting on a beach
Boheme — 02
Campaign portrait of two models in linen resort shirts
Boheme — 03
Campaign frame of a model in a linen shirt on a timber terrace
Boheme — 04
Campaign frame of a model in linen against a pale wall
Boheme — 05

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