Maison/04 — Atelier Identity
A quiet rework of a Parisian couture atelier's identity as they opened their first ready-to-wear capsule — keeping the hand of the house intact while building a system that could carry into wholesale and editorial.
[ Project name ]
Maison/04 — Atelier Identity
[ Year ]
2024
[ Sector ]
Fashion · Couture atelier
[ role ]
Art director
[ Scope ]
Identity · Print · Type
[ Status ]
Shipped · In market
About the project
The Challenge
Maison/04 had built a private clientele on twenty years of word-of-mouth, but their visual identity hadn't been touched since 1998 and couldn't carry a ready-to-wear launch.
Labels, lookbooks and press kits each read like a different house. Buyers were charmed in person and lost the moment a PDF landed in their inbox.
Our Strategy
We rebuilt around a custom serif and a single editorial grid, then applied it across labels, lookbook and the campaign before drawing a single new mark.
Six weeks of typography and photography direction before the wordmark — the same restraint the atelier puts into a hem.
17
Editorial pickups (Vogue, AnOther, SSENSE)
3.2×
Wholesale enquiries vs. prior season
94%
Sell-through on capsule SS24
"
"
We were terrified of looking like a brand. Akira understood that — and gave us something that still feels like the atelier, only legible from across a room.
Camille Auber, Founder
That was
Ready to
Create Magic?
Studio hours: 09–17 JST