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le Roux is a brand that brings in a gothic edge, while being paired with gentleness and fluidity. Although seeming hard at first, there is so much room for exploration and play. The le Roux brand is one of curiosity and complexity, it is not easily defined. Yet, it is structured, aligning with the Principles of Design, but also playing into the Elements of Art, bringing in the free-thinking and abstraction that every design needs. It conforms to the rules, while seeking ways to break them.

While the most common translation of “le Roux” means “the Red,” the sword imagery comes from an interpretation of “le Roux” that means “the King” in a Celtic dialect. Both meanings are incorporated into the brand, however the “King” translation is more in line with the personality of le Roux. This is not to say that the brand is grandiose, but rather plays into the edge and exploration of the brand personality.