Branding, Print & Web

Jo‑leene is a British womenswear label which creates feminine designs, mixing geometric forms with soft edges and flowing ruffles.

Fridge designed the identity and print materials, giving the brand an elegant, yet clean and minimal feel.

We were also asked to create a website with an editorial style, to highlight Jo‑leene's modern approach for each collection.

It was important that the website highlighted the garments which experiment with shape and colour for a full length impact, and emphasise details such as pleats, twists or Swarovski beading, which surprise on close inspection.