Latee Store - Clothing Brand
Out of the projects that I have done for clients, LaTEE STORE was something else, as I became a part of it. It was a project that kicked off to introduce the true version of the Persian heritage to the outside world and fight against the negative press that has tarnished this rich culture's image for decades. This was valuable enough for me to get on board and become their chief design director!
Its name has been taken straight from the word Lāt in Persian literature, translating to villain in English. While this may not seem to be a good name choice for a clothing company aiming to introduce a forgotten culture, I should give you a little summary here.
Lāts were part of an ancient creed called Ayyaran that fought for unity, equality and protection of the poor against the rich thousands of years ago. They had always been cooperative with the local governments to expand the true values and cores of Persian heritage until the reign of the Qajar dynasty. The rise of lāts against Qajars and their anti-government operations made rulers of Persia target lats' most vital source of support, the public. As a result, various propagandas were launched, and all crimes were linked to them further to tarnish their reputation in the public's eyes. This was when the meaning of lāt was changed to villain forever.
Why did we decide to go by this name, you may ask? Well, we see ourselves on a mission to defend our heritage and culture against the international media, just like how our ancestors defended the cores and values of Persian culture thousands of years ago.
As for the branding, #b3161a (colour code) was used to help latee stand out between the classic black and white logos on social media platforms.
Out of 15 potential logo designs, we eventually decided to go with the one that was simple and easy to read but could still give enough hint about that martial theme behind our name. Dents and scratches were then implemented into the logo to match everything up with the mentality and morality of Lāts and their creed.
🔺 See full project on behance CLICK HERE
🔺 I'm looking forward to working on your project, Feel free to contact me for service related queries before placing an order!
🔺 Thanks for watching !