Founded in 2017, April Crichton and Orély Forestier’s fashion label La Fetiche aims to create a perennial wardrobe by sensitively reinterpreting classics and drawing on the finest materials, methods of manufacture and ancestral know-how of their native France and Scotland. By revisiting the traditions of tailoring and knitting, La Fetiche offers nuanced deconstructions of trench coats, workwear and Fair Isle sweaters.

To design the visual identity for the new brand, we translated the designers’ quest for the perfect archetype into typographical terms. For the logotype, we chose Radim Peško’s typeface Correspondance (which redrew from memory Adrian Frutiger’s iconic, functional Paris Métro signage). In its recasting of a design so often encountered in everyday life, Correspondance presents something new yet familiar, something idealised but functional, just like La Fetiche’s designs.

We typeset the brand’s name in capital letters – flush across the swing-tag, woven label and stationery – and accentuated the identity with bold fluorescent colours. For the design of the look-book, we drew on the designers’ love of punk inflections. We created a refined fanzine, its DIY spirit tempered by the clarity of our design: photographs structured and paced with a loose grid, strategically placed uncoated block-colour pages and text that evoked magazine captions.