The use of pattern in branding can often be dull and forgettable.
This one, for Spanish footwear brand Arrels, is the opposite (although the website doesn’t do it justice, which is a shame).
The identity (not the website) was designed by Barcelona-based Hey.
“Creating the identity meant finding the right balance between [Arrels’] urban look and their rural roots and between being handmade and mass-produced.
“This duality is reflected in the two colours of the identity and in the pattern created for the boxes and the shoes; an idea which was carried over to the brochure.
“The design of the pattern plays with the idea that if you were to rip up all the layers of concrete which cover the urban landscape, underneath you would find the original, natural surface of the earth.”
A nice example of an identity where you can remove the logo and still know the brand.