With the new identity for Danish womenswear brand CREAM, we decided to create a more premium re-interpretation of their existing brand – a new brand exuding a feeling of informal elegance, and contemporary casualness.

The basis for the visual identity is a custom and fully unique typeface, specifically used for the logotype. Due to its agility as a display-typeface, it’s used within different contexts, such as headlines for new collections, as an embossed element and much more.

The typeface seemingly appears like a traditional serif typeface, but we’ve removed the serifts, to give it a über-modern and humanist look. The main feature is the high-constrast strokes, which enhances its soft and light expression.

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