The use of pattern in branding can often be dull and forgettable, but this, designed by Barcelona-based Hey for Spanish footwear brand Arrels, is lovely.

Arrels identity

“Creating the identity meant finding the right balance between [Arrels’] urban look and their rural roots and between being handmade and mass-produced.”

Arrels identity

“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.”

Arrels identity

Arrels identity

“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.”

Arrels identity

Arrels identity

Arrels identity

Arrels identity

Arrels identity

Arrels identity

Arrels identity

One of those identity examples where you can remove the logo and still know the brand. See more from the small team at Hey. Photos by Roc Canals.

Via Visuelle.

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December 5, 2015

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