Jerome Lorico won high-profile international fashion competitions in countries like Japan and Singapore, leading to an invitation to present a London Fashion Week collection. The London show caught the interest of fashion insiders and changed his life: he interviewed for the venerated brand Alexander McQueen. He clinched the job as a design apprentice, giving him a window into a global power brand’s mechanisms.
Inspired by his training at McQueen, he came home to the Philippines to start his atelier. With his innovative technique, mastery of materials, sharp cuts, and imaginative designs, his brand, LORICO, became well established among upwardly mobile and forward-leaning clients.
In 2017 Lorico approached Design For Tomorrow again to refine his brand identity. After a series of insightful conversations and a complete brand audit, our work needed to articulate Lorico’s long-term vision and ever-evolving aspirations, making it more timeless while still supporting — and not overpowering — his exemplary creativity.
We aligned the identity creation with the designer’s enduring obsession with the lunar phenomenon. This highly personal fascination became the anchor for identity evolution.
The moon is an inspirational and aspirational icon, and the transformation reflects the seasonal fashion cycle — a constant exploit of creation and expiration. The revealing (new moon) and waning (last quarter) of this celestial body also connote “Revelation and Reinvention.” Moreover, the spellbinding moon enunciates a sense of self-awareness, perception, emotion, and transformation.
With the moon phases as inspiration, Design For Tomorrow crafted a sophisticated customized logotype as an elegant and understated device to capture Lorico’s talent and visionary creations.
Client Jerome Lorico Industry Fashion, Retail Discipline Branding, Design Location Philippines
Creative Directors Ric Gindap, Marlon Lacanilao Designers Marlon Lacanilao, Patricia Ibañez