Essay, an affordable luxury apparel brand for women, focuses on crafting chic, fun, and elegant apparel collections that allow individuals to express their uniqueness. The choice of a clean, delicate, and classic modern serif font in the logotype aligns seamlessly with the enduring association of such fonts with the world of fashion. The logotype embodies the urban chic spirit of the modern woman, making it an ideal representation of "affordable luxury." My role encompassed conceptualization, logotype design, and visual language design.