I recently completed a branding project for Le Jun, a new fashion company in Japan. I was originally contacted to do lettering for embroidered labels for the clothing, and then the project expanded to include cards and a positioning line for the website. The style design brief changed many times, which gave me the opportunity to try a lot of different lettering tools. The overall guide was for something "informal" yet with that intangible "something" that makes it special (and very legible to a Japanese audience.) Below is part of the evolution of the style.