Le’Sable is a menswear brand redefining coastal dressing through the lens of traditional tailoring, an elevated alternative to casual resortwear. Studio Nascent was engaged to create a brand and identity that honoured the craftsmanship of European sartorial traditions, while embracing the ease and elegance of modern affordable leisure.
Rooted in the idea that swimwear should transition seamlessly from ocean to table, we crafted a refined typographic identity using a custom serif logotype, reflecting the timeless nature of the brand. The icon, a minimal lettermark was designed to sit quietly yet confidently across all touchpoints, much like the garments themselves.
Our design extended to packaging and garment presentation, with a focus on thoughtful, practical luxury. We developed branded reusable linen bags in lieu of traditional boxes, intended to be taken to the beach, casually left on a towel while swimming, and carried effortlessly through the day. Swing tags and secondary brand elements continued the understated elegance of the identity, ensuring a consistent experience from unboxing to wear.
In collaboration with the founders, we also contributed to the design direction of the garments themselves. Each pair of Le’Sable shorts was given a narrative of place, with names and colour palettes inspired by destinations where leisure is second nature, Portifino, Cpari and St Moritz inviting the wearer into a world of understated European ease.
To launch the brand, we art directed and produced a two-day lifestyle shoot across Sydney’s eastern beaches, capturing Le’Sable in situ, sun-drenched, salt-kissed, and effortlessly worn. The imagery formed the backbone of the brand’s digital campaign, spanning social, ads, and eCommerce collateral, establishing a compelling and aspirational identity from day one.
Scope of Work
