Luisa is a Greek luxury retailer of both menswear and womenswear, carrying glamorous apparel and fashion items from international cutting-edge labels. Established in 1975, the company runs multi-brand boutiques in Athens, Kifissia and Kolonaki, which were more recently joined by Luisa Beach, a resort boutique in Mykonos. These physical outlets are complemented by a state-of-the-art e-commerce website that also caters to style-conscious customers abroad.
Art director Costas Aggeletakis of Deux Studio was commissioned to redesign the brand identity. He specified Columbia Sans by Production Type as Luisa’s typographic voice. The contrasted sans – or serifless roman – offers two optical sizes. The Luisa World identity mainly relies on the Columbia Sans Display subfamily, which is distinguished by a rather generous x-height and economic spacing, allowing for compact headlines.
Columbia Sans is used for all visual aspects of the brand, including the website shown here. There, Jean-Baptiste Levée’s typeface design is utilized in Light and Semibold weights, from banners on the homepage to the shop navigation including button labels, and even for the body copy in their journal called The Feed. With its classical shapes that combine a high stroke contrast with no-frills terminals, Columbia Sans is a self-evident choice for the context of luxury fashion. At the same time, its oblique contrast axis adds a welcome dynamic element, yielding a look that is both distinguished and sanguine.