Lars Wallin is arguably Sweden's most well-known fashion designer, and the country's only true couturier. Royalties and pop singers alike proudly wear his creations, which are recognised by their elaborate detailing, exclusive materials and impeccable finish. After having created the Nobel Banquet gowns for Crown Princess Victoria in 2000, 2003 and 2006, and for Princess Madeleine in 2008, he can even claim to be a Swedish Royal Court designer.

Lars Wallin commissioned Lundgren+Lindqvist to name the new line, and to design its visual identity. The transition from couture to prêt-à-porter is indeed an exercise in reduction. With the naming and the new visual identity, our aim was to find a way of illustrating that while the ready-to-wear collection manifests a simplified form of Wallin's expression, the core of the designer's uncompromising approach stays true from one collection to the other.

Consequently, 'Lars Wallin V' became the new name for the designer's prêt-à-porter line. As the 'V', albeit hidden, already had such a prominent position within the existing wordmark, our main challenge was to find a way of emphasising it. The solution was to simply circle the 'V', as one would circle something to remember, or the best idea in a series of sketches.

The project for Lars Wallin soon grew to encompass adjustments of the range of existing wordmarks for Lars Wallin Collection, Lars Wallin Jewellery and Lars Wallin Wedding, as well as a more comprehensive update of the visual identity, subsequently collected in a new brand manual. Lundgren+Lindqvist also designed a range of patterns, for use on textiles and in packaging applications and art directed a series of images of the new collection.