THE COMPANY:
Building on the success of Perry Ellis International, George and Oscar Feldenkreis decided to capitalize on the growth, potential, and appeal of Latin culture by expanding into a full lifestyle brand, and in 2000 launched Cubavera.
Since its inception the Cubavera brand has transformed the ideals, joy and "sabor" of Latin culture into apparel. The line has developed from its signature shirts into a collection offering a variety of suit separates, shirts, jackets, pants and shorts.
THE PROJECT:
For many years the brand Cubavera had been graphically represented by a basic logotype/font. I was approached by Perry Ellis International in order to "spice up" the Cubavera brand without altering the already established styling and brand. From this process a new icon for Cubavera was born.
Gradually the overall brand and promotional items have been adopting the new icon including it in all the latest Cubavera apparel and promotional efforts.
For this purpose, I was commisioned to design: the icon, new tags, labels and stickers for the clothing lines, proposals for a new website, interior design for two of their new stores in Miami and Panama, catalogues and look books among others.
ICON DEVELOPMENT PROCESS • INITIAL PHASE:
Perhaps the most challenging part of the project was to create a new icon that could complement the old font that had been used for years.
The initial set of icons and emblems depict a cultural background from Cuba (political issues exluded). Some are based on the letter "C" taken from the name itself (Cubavera) while others are more pictoric and even ethnical in nature. There is also a strong caribbean influence which relates to the target demographics for this brand.
ICON DEVELOPMENT PROCESS • PHASE 2:
As the development process progress, the marketing team decides to take a more direct approach. The icons are depured and simple abstractions are now to be pursued.
The palm tree becomes an ubiquitious element to represent the essence of the brand. The icons developed also had to play nicely with the name Cubavera.
ICON DEVELOPMENT PROCESS • PHASE 3:
A final shape is selected and the previously workable palette is applied. The performance of the new icon plus the text will be put to the test when used on tags, labels and promotional items.
CREATION OF TAGS, LABELS AND MARKS FOR CUBAVERA'S LINE OF CLOTHING:
Application of two of the selected icons to photo-realistic renderings of the tags and clothing labels.
Several material would be used (like wood, plastic and metal), special stitching, metal applications, embossing and special printing techniques such as satin finishes on specific areas.
4 SETS OF TARGETED TAGS AND LABELS:
On the following sets of tags, labels and applications a more classic approach has been pursued. Cuban/Caribbean-related imagery, real-life applications on denim, shirts and sweaters.
I also created a set of embroidered icons to present to the client for selection. It was imperative that they soo the closest aproximation of how the logo would be applied in real life.
This is an extended guide and visual resource as well, of how the icon and the name can be versatilly applied on many situations. Notice how the name is used along with the new icon in different ways.
