Labfresh

Using the latest innovations in textile technology to create high-quality and sustainable menswear, Amsterdam-based Labfresh are one of Europe’s fastest growing menswear brands.

Labfresh approached us to refine their brand and redesign their e-commerce site. Redefining the brand’s approach to colour, typography and UI, we created a brand style guide that informed the design of the website. Throughout the site, we aimed to explain the technical qualities of the products in a clear way, using animated iconography to illustrate the product’s USPs.

We worked with Middle Name on the rebranding and complete redesign of our website. They were involved from the beginning and helped us gather inspiration, provide great input for the UX mockups and finally turn them into fully fledged designs. Our case was quite special as we are a fashion brand but with a technical aspect, the design had to be on point from not just a branding perspective, but also clearly communicate our unique selling points. They understood the requirements perfectly and our collaboration was smooth and enjoyable, I would gladly recommend them to anyone.

Orsi Szentes, Head of Growth