Luxe Premium Detailing is a classic car restoration & detailing shop located in Old Lyme, CT. They have been in service for over 5 years & decided it was finally time to invest in their brand.

Above you will see the mood board I put together for the client to discuss creative direction, style & aesthetic to ensure our visions for the brand are aligned. Luxe serves mostly older males, ages 45-75 who follow car culture, music from the 60s & classic looking things. That being said, we decided the best direction to go would be a mid-century modern style.

One thing I noticed in the research phase of this project is that cursive or handwritten typography was very popular during the mid-century modern era of design, marketing & branding.