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Little Lane
Brand Identity, Website
What happens when you reject the polished sameness of modern retail precincts? Little Lane was built to feel textured, local and culturally alive — a place for food, retail, wellness and the arts to sit together without feeling forced, corporate or pretentious.
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Retail precincts and cultural spaces are often defined by polished, highly resolved identities. For Little Lane, the human touch became the clearest way to break from that language entirely. The wordmark began with more than 100 hand-drawn studies, gradually sharpening around a few qualities: loose, proud and full of movement — expressive, but still controlled. We tested Posca pens, paint brushes, ink, blotting and brush pens before finding the right balance in the brush pen: natural and spontaneous, with enough precision to hold as a brand.
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From the primary wordmark, we developed a flexible logo family including a horizontal lockup, an abbreviated location mark and a brick-inspired secondary symbol referencing the precinct’s built foundations. Together, the system feels handmade, confident and unmistakably Little Lane.
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The Little Lane website carries the same spirit as the brand: detailed, expressive, and deliberately loose. Across desktop and mobile, elements respond, shift and reveal with playfulness to promote personal connection and interaction.
The Little Lane website carries the same spirit as the brand: detailed, expressive, and deliberately loose. Across desktop and mobile, elements respond, shift and reveal with playfulness to promote personal connection and interaction.
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