Branding. Art Direction. Lettering.
The word Lehwatch is Amharic for “exchange.” With this in mind, Maisha (aka Ungle Guisseppe), approaches her fashion design in a unique way. She takes fabrics specifically used in mattress making from Ethiopia, and repurposes them—gives it a new life—as many kinds of garments.
Her brand is bold, loud, and dynamic. The wordmark is custom, hand-drawn on grid paper using an incremental system which was then digitized. We decided to keep it black and white so it lets the loud, complex patterns, photography and illustration she works with stand out as they should.