Fashion label Lettuce relaunches at the Pure fashion trade show at Olympia this weekend, with a head-to-toe rebrand masterminded by Form Design & Art Direction. A young, happening Australian brand, Lettuce specialises in funky women’s scarves, which they position as year-round accessories rather than winter neck-warmers.totalcontent helped in establishing a suitably fresh and appealing tone of voice, coming up with the strapline ‘Your Scarf. Your Scene’, as well as mood copy describing the brand’s various collections, which provided the basis for the 2011 catalogue (shown left). You can read some of our longer copy on the Lettuce interim website here. It’s our first very collaboration with the highly talented Paul and Paula at Form, an outfit we’ve admired for some time.