arboleda - falfalcon

brand design

discover your true potential

arboleda studio is a project catering to people who are looking to dig deeper into their purpose in life through human design, astrology and many other techniques.

the design idea

the concepts behind this brand were associated to nature and astrology.

the first concept, nature, represents the connection between people as if they were trees that interconnect though their roots, networking, sharing experiences and helping each other grow.

the second concept, astrology, is portrayed with the sun and stars at the bottom of the logo, representing that we’re the reflection of what’s written in the skies.

the feel

the client was looking for a grainy, handmade feel, which to me sounded like the perfect opportunity to work with linocut.

after we agreed on the overall shape the logo would take, i carved two of the final options on linoleum.

it was a fun and inspiring process: taking special care on each gouge stroke while thinking about how the print would turn out.

the results

results were great! they helped us explore the grain from the perspective of the materials in the paper used for printing.

using illustrator to vectorise the physical result of the print, we were able to remove the excess noise leaving behind a cleaner logo.

finally, the client decided to go with neutral colours, such as black and beige, to keep the tone muted, allowing it to be paired with black and white images.

astro oil blends made by the client

each element within the logo can be used independently as a representation of the brand.
these are some logo variations and examples of independent use.

work done in collaboration with @williamhackworth

there's more where this came from

why stop here? have a look at the rest of my work

let's talk exchange ideas do business

i like conversations that go beyond small talk,

so if you’re keen to be kind, let’s talk!

I acknowledge the Traditional Owners of the land where I live and work from, the Turrbal, Yuggera and Jagera people, and pay my respect to elders past, present and future. I extend that respect to other Aboriginal and Torres Strait Island People.
✊🏼 Sovereignty was never ceded. ✊🏼