PEDREGAL

PEDREGAL BRAND DEVELOPMENT GUIDE

Bridging my passions of graphics and architecture for the capstone project of my graphic design course, Pedregal exercises both to create a branding concept for a ceramics shop. The name (Spanish for ‘stony ground’ / ‘scattered stones’), typeface, color palette, materials, and store interior layout are informed by the branding packages’ aim to celebrate the earthen quality of ceramics.

VISION

Verbally and visually describing the brand

EARTHEN

HOSPITABLE

OUT-OF-PLACE

TYPOGRAPHY

After studying several typefaces, a sans serif typeface was chosen for a contemporary and universal look. The letters were rearranged and spaced to align with the name of the brand which means scattered stones. Given the intent of a ceramics store, an earth toned color palette was adopted.

Using the chosen sans serif typeface as a basis, an alternative custom typeface was created by hand to capture the stony nature of the name and brand. Translating it into a digital version allowed further exploration between typefaces.

typeface variation 1

typeface variation 1

typeface variation 2

typeface variation 2

rendered typeface

rendered typeface

A logo and pattern were created by adapting some of the shapes from the custom typeface, maintaining a consistent visual language. The logo utilizes two simple shapes reminiscent of boulders holding each other up in harmony, while the pattern embodies the idea of scattered stones.

LOGO

APPLICATION

The logo, patterns, and type developed in previous stages were applied to employee aprons, take home plant boxes, store carts, and signage for the store.

CONCEPT STORE

Set against a backdrop of dark architectural elements, the store utilizes a gallery style setting to showcase ceramics and make the visitor feel as though they’ve stepped into a distant, calming, escape. Ceramics and pedestals are scattered throughout the space, not only for brand consistency, but also to lead the visitor through the space. The pedestals are derived from the same shapes of the typeface and pattern.