Contributed by Felipe Magario of São Paulo-based Pum.
Brazil-based Artéria (en. artery) aimed to become a premium leather accessories brand, different from their competitors by targeting people that care about the origin of their products as well as their functionality. Therefore it had to be something new in a traditional Brazilian leather company environment. The fashion design duo from Artéria approached us with a project that was not fully developed and without any pre-made products, but with many concepts and a lot of imagination.
As usual, the logo needed to represent some of Artéria’s values, but the right decision was to highlight what they were selling — the bags. It was clear that the commercial issue was really important, so we created the logo as an allusion to the bag’s handle. Additionally, other meanings were attached to it, such as the A letter, the symmetry and durability, a feature enhanced by the name. Each meaning was totally in harmony with a simple and functional logo.
Our research became so important to the brand that the “simple and functional” thing was now a value that commanded other details. The photographic direction and website worked perfectly in a low-budget project where, for example, a catalog could not be shot outdoors.
Artéria became a brand of smart, handmade products, designed and developed with care. The products are designed to be useful because the duo believe in the union of aesthetics and functionality, joined with a unique design sense and a commitment to durability that provides the right ingredients to make people smile.