Sutthida Palakho

Identity

Branding — Mauva

Effortless sophistication — a mark built on what it leaves out.

Role
Brand & Identity Designer
Year
2022
Client
Mauva — clothing brand
Branding — Mauva

Overview

Mauva is a clothing brand characterised by its minimalist aesthetic and refined design philosophy. The identity revolves around elegant simplicity — clean lines and thoughtful negative space.

Step 01

Brand analysis

Philosophy: effortless sophistication. Clothing style: a simple overall look with one single twist — a subtraction, an intersection, or an overlap. Persona: a working woman in her thirties — responsible, confident, practical. These are the results that arrived after a few discussions with the owner. The designer then provided me with a mood board of how she sees the brand:

Mauva moodboard — visual references for the brand's effortless, minimalist style

Step 02

Defining audience perception

We set the feelings the identity had to produce before drawing anything: soft, empowered, confident but modest, different, special. We shared a lot of logo references to align the brand direction.

Mauva logo reference — blue layered letterform symbol
Mauva logo reference — blue mirrored organic symbol
Mauva logo reference — Loewe anagram monogram
Mauva typeface reference — Boren display type
Mauva logo reference — black mirrored curved symbol
Mauva handwritten wordmark sketch
Mauva typeface reference — Sprite display type
Mauva logo reference — black abstract star symbol
Mauva wordmark reference — Lora serif logotype
Mauva wordmark reference — Sanno print logotype

Step 03

Schematic designs with intentions

Every sketch was driven by an explicit intention: layering, curvy shapes, the letter M, femininity, abundance, timelessness, and the silhouette of the clothes.

Grid of Mauva logo sketches exploring layered M letterforms and cutout shapes

Step 04

Resolving the mark

The logo embodies their spirit through a restrained typographic approach: a classic, unembellished typeface with subtle cutout elements that mirror the signature detail of the clothing itself — simple, precise openings that reveal glimpses of skin. The result is a sophisticated tension between presence and absence, covered and revealed: a subtle sensuality that defines both the visual identity and the fashion pieces. Timeless and versatile, it emphasises the wearer rather than overwhelming them.

Mauva final logotype in white on black, with cutout letterforms
Mauva packaging box in cream with line-drawn garment illustrations and the M monogram
Mauva brand applications — campaign imagery with the logotype and M monogram
Mauva logotype embroidered on the neckline of a sand denim top
Mauva denim swatches in maroon and sand with the logotype and 'effortless sophistication'

Challenges

Minimalism leaves nowhere to hide: with almost no ornament, the identity had to carry sensuality and restraint at once, in a single gesture.

Outcome

A timeless, versatile identity where the logo and the clothing share one design language — openings that reveal just enough.

Reflection

Working this quietly taught me that negative space is a design decision, not leftover room — what is removed can say more than what is added.

Next project

Branding — Taprod