Working closely with Lulu Al Hassan, a rising shoe designer, we strategically created the brand identity from scratch; the brand name, visual identity, personality and each touchpoint. Lu Vixen is the quintessential alter ego of Lulu. She commands attention through her statement style, she is dangerous, daring, provocative and fierce, yet gentle and feminine. With this powerful alter ego in mind we crafted a high fashion identity rooted in vintage glamour and sexy feminine sophistication. The brand was launched at London Fashion Week 2020, at a decadent event that transported every guest into the world of Lu Vixen.