Duality is the keystone on which we started this new branding, and it is applied both in the typography and concepts. Lutton&Gant brand allows to play with the diformism of words and meanings, in the same way elements can appear in a disorderly, unexpected way, same as entropy take place on many emotions we experience.

Besides, we wanted to create a direction where there is a lot of space and purity, where protagonists are the main center of attention.