Roux is a lingerie brand aiming to empower women. I was given full liberty to create the whole concept and name of the brand. I chose Roux because of how it sounds ( 2 syllables), what it means (rust, red, redhead). I chose the urban rebellious feel for the brand to empower women, and thus I chose a brush stroke typeface, Ultra Fresh typeface, which I adjusted to create a unique symbol out of it, a signature, a flag.