Neoluxe is The New Luxury knit material technology for the automotive industry that is ultra durable and does not compromise on style. It’s an affordable luxury material product that is here to stay.
Client: Shawmut Corporation
Skills: Brand Identity
The creative direction for Neoluxe was to create a structural and minimal aesthetic. The extended bold typography of the wordmark draws from that ultra durability of the new material. Outlining the type was a decision to create a sense of internal structure referencing the easy moldability of the knit technology. Keeping a minimal high contrast color palette plays up the lux feeling for the brand.