Surco
Year: 2024
Self-commission
brAND iDENTITY FOR LEATHER TRAVEL PRODUCTS AND BAGS BRAND
About the brand: Luxurious travel products and bags made of leather. Modern and practical but elegant.
Unexpected challenge: Designing a beetle logo that didn’t resemble Egypt’s symbol.
Concept: Playing around with different organic forms and grooves.
For this project I wanted to push the storytelling through the design, so I got inspired by the concept of the groove, and connected it with the kind of products. Their designs would be recognized by the use of leather, ropes, and textures; in summary, it can be identified by different types of grooves.
To connect this idea, I decided to use a beetle as the icon of the brand, as it is an animal known to travel around leaving a groove behind.
To continue developing this idea, I used grooves and textures that can be found in nature as part of the brand's image. These visuals together with the slogans connect to the brand's values and commitment to make the products and their manufacturing process as sustainable as possible.