Designing the logo for Elch came with a unique set of challenges. Although it is a sleepwear brand, the logo was not to explicitly represent sleepwear, allowing for future product line expansions. Additionally, the brand wanted to avoid direct, literal symbols or icons, focusing instead on a smart, refined typeface that subtly conveyed the brand’s essence. Striking the right balance between minimalism, sophistication, and brand recognition required a thoughtful approach to typography, ensuring the final design remained versatile, timeless, and uniquely Elch.