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LAFT was born from the blend of energy, comfort, and attitude.
But it needed an identity that wasn’t just trendy — it had to be lasting, expressive, and true to a new coastal lifestyle.
The challenge: shape a brand that merges seaside ease with performance-driven fashion.
We built a vibrant, versatile visual system.
The color palette blends warmth and freshness — like a beach day that turns into a workout.
The logo symbol represents flexibility, vitality, and self-expression.
Krona One typography adds weight to the message, with a unique personality.
Everything was designed for LAFT to move with its audience — without losing its core identity.
