A few years back a friend of mine set up a company importing woollenwear made from Alpaca wool. His journey started while visiting family in Peru. In Arequipa his auntie handed over a gift, a hat made from alpaca wool.
The ancient Incan empire treasured their alpacas, understanding the superior qualities of their yarn. They sheared them and processed their fur to create clothes for Incan society. The rougher fibres were used for everyday people and the finer fur reserved for the upper classes and royalty. Thousands of years later, we still treasure the alpaca and the benefits are still clear.
At the time of the launch I was unable to help him. He got a design agency to do him a logo and he built the website himself, he is clever like that.
I’ve always felt I should have done something back then but I just wasn’t able to so a few weeks ago I asked him if I could take his logo and do a conceptual update of the logo and advertising as a project just for me. He said of course.
So I set about designing a new logo and how it could be implemented.
I gave myself some boundaries though. I thought if this was a real job there would be cost implications from designing a new logo. I decided to keep the typographical style of the original (see above) with a couple of ligature and kerning tweaks, and re-design the mascot logo that could be used with the wordmark. That way you could continue to use old stock without them looking outdated.
Having the mascot logo would widen our boundaries of implementation.
Here are the results.
This next concept is an idea I saw for an Airline but I thought, that would work wonderful for this conceptual campaign. Imagine the Peruvian mountain landscapre created using the Pacastyle woollenwear. I’d have fun Art Directing that shoot.
So there you have it a concept created with love for a project created with love.
Do take a visit to Alvaro’s website pacastyle.com