LNA
& MEHR.

Turning functional accessories into objects with their own identity.

01 / ContextVisual identity

A handmade brand born between flea markets, self-expression and Berlin’s alternative culture.

LNA & MEHR creates unique handmade pieces from reused materials. The brand comes from Elena’s personal project, as she aims to professionalise her craft practice and start selling her products in markets and creative spaces across the city.

My role: Defined the brand strategy and visual positioning
Created the cat character as the identity's central symbol
Designed the system applied to packaging, social media, posters and web
Wrote the brand's verbal language
Scope: Identity, verbal language, packaging and web
Tools: Figma · Illustrator · Photoshop
Context: Real case · Emerging brand

02 / THE CHALLENGE

Function
+ identity.

The main issue was the lack of a defined corporate identity, which made the brand harder to recognise and position in a highly competitive and visually saturated market.

The identity needed to communicate the project’s values, aesthetic universe and positioning within Berlin’s creative ecosystem in a coherent way.

Own survey56

Responses on buying habits for handmade accessories.

Handmade80%

Value handmade and small-brand products a lot or quite a lot over mass-produced ones — the basis of the identity's positioning.

03 / From concept to identity Objects,
not items.

ConceptFashion can be more than consumption; it can be self-expression.

DecisionBuild the identity around objects with meaning.

ResultA confident, direct and open brand.

Symbol