︎︎︎        Laine Publishing, founded in 2016, set out to create an inspiring and visually distinctive magazine for the global knitting community. Studio Marina Veziko led the renewal of the brand’s visual identity, introducing a more contemporary design direction while maintaining the warmth and editorial sensibility that defines Laine.

The new logo draws from the meaning of the word “Laine” (wave in Finnish), translating it into fluid, wavy letterforms that reflect movement and continuity. Alongside the identity update, the website was redesigned to create a clearer and more intuitive user experience, strengthening the connection between content, commerce, and community.

For Laine Magazine, the project included a complete editorial redesign and masthead update. Moving away from the earthy, traditional aesthetic often associated with knitting publications, the new design introduces a fresher and more modern visual language while retaining the approachable spirit that has resonated with readers worldwide.