LeMoustache is a textile and home goods company I started in 2008 that initially began as an accessory company. I needed branding for my invoices, business cards for trade shows, and packaging to help products stand out. I worked on creating a logo mark and branding to help differentiate my business from the competition. What resulted is a memorable and fun brand with lots of versatility in uses.
Art Direction, Textile Design, Branding, Logo Design, & Collateral
LeMoustache's audience is comprised of mostly women looking for memorable, handmade pieces for their home. Their style is a bit modern and fun, with an appreciation for patterns and graphics.
Before every hipster kid on the block had one, a man with a mustache made a statement. A mustache was eccentric, distinguished and memorable. (Mind you, this was before the huge mustache-on-everything craze.) The concept of the name, LeMoustache, was based on the idea of mustaches being a fancy, semi-functional accessory for your face — and just slightly French, because why not?
I see the objects I design for homes similarly — fancy and functional. Sure, we can negate the necessity of a throw pillow, but any self-respecting person who enjoys naps knows it's essential.
When I hear "LeMoustache", I think "fancy, French, dandy, strongman." Which is where my inspiration for this brand stems from. My textile and design work is heavily inspired by my love for pop art, vintage illustrations, and Japanese toys.
LeMoustache's main color palette is minimal — mostly white and a dark grey, with a french grey for accents.
I then created a spectrum of pinks for use, as well as a pop of bright yellow to be used minimally as an accent.
For the brand marks, I took the concept of mustaches and ran with it. The marks are graphic, fun, and a bit strange — just like the products. I utilized and dissected the mustache shape to create the ends of the "L" and "M" to make them memorable. These are fun marks with a lot of versatility in uses.
Futura has always been a favorite of mine — hell, even in fashion school I designed an entire line titled "Futura" that had a futuristic 60s tone. Needless to say, that's what I chose for LeMoustache. I wanted a typeface that had a variety of weights and looked great in print, as I was using it mostly for invoices, hang tags, and collateral. I wanted something geometric that would complement the curvy, script-like lettering of the logo marks, providing a bit of contrast.
I needed business cards to hand out during craft fairs and to local home decor shops. I also needed a letterhead designed for my invoices and for sending thank you letters to clients. The envelopes had a half-folded mustache on the flap, and the interior was lined with the LeMoustache pattern.
Initially, LeMoustache was a jewelry and accessory company. The packaging for my products were various sized Russian dolls in the brand's bright pink color with a big mustache on the front.
Because hangtags get thrown away, I needed a way to brand my pillows. I ended up sourcing and designing woven tags to sew onto each one. This allows my customers to have a subtle reminder of the brand and a way to find more of my products later. Like a little calling card on each pillow.