Papachurra Brand identity
building a genuine brand for the Portuguese cobertores de papa
client: Associação Genuíno Cobertor de Papa + Miguel Rainha
year: 2020
illustration: Matilde Horta / branding and concept: Matilde Horta
This brand wants to be the graphic representation of what this project really is: genuine.
This brand is meant to be simple, genuine and real. We also wanted to make it versatile, dynamic, a brand that can grow in the fute and sensible with people.
The coice of having an illustration as part of the logotype supports the storytelling. It’s a visual element we can use to tell the process of the blankets from the sheep to its final shape.
There is, therefore, a connection between the lettering and the image. This connection can and should be explore further in time as we need different brand supports.
Meet Papachurra: “O cobertor de papa que é feito de lã churra”, the blanket that is made of churra wool.
The brand has different colours — the original colours from the old blankets — that can be used both in text and in the illustration. From all these colours, new sub-brands based on the products were born.
