Laete is a lingerie and home-clothing brand with stores in many Russian cities. It wanted to be elegant while staying devoted to clothing for the home — soft and gentle, yet refined — which meant joining accessibility to a feeling of the premium: the brand is fairly inexpensive and couldn’t afford luxury gestures, but its customers needed to feel worthy and cared-for. Wave built the brand platform, then the identity, social media, labels and tags for the products, and the paper bags the clothing goes home in. The key idea framed the brand’s relationship with its customers as a romantic admirer singing a serenade to the woman he adores — and Wave drew the waves of that music, the sound-wave graph you’d see in an audio player, in powder, pastel tones, under the motto ‘the song of your body’: a sign of care for the body, wrapped in natural, soft, harmonious yet elegant materials. Wave also handled the casting of model types and faces for the brand’s shoots, keeping to calm, soft pink-violet tones over a strong underlying concept.
