I'm a visual designer, ceramic artist, and serious skateboard addict living in San Marcos, TX. Something about being balanced is why all these things relate. Connecting ideas and creating conceptual work is what I love about design.
I'm a visual designer, ceramic artist, and serious skateboard addict living in San Marcos, TX. Something about being balanced is why all these things relate. Connecting ideas and creating conceptual work is what I love about design.
Client
Charango
Branding, Art Direction, Packaging
Creative Challenge
This brand identity grew from a mark that combines an armadillo, and a guitar, to create a brand that is a southern blend of Texas musical instruments. The objective is to create a brand that is systematic in packaging and engages with the consumer in an appealing way. The target market must appeal to guitar enthusiast new and old. The goal of this project was to test our ability to expand on a brand that we created in a trademark class, and Charango lended itself to some play.
Solution & Strategy
Charango is a term for a guitar that is made out of armadillo skin which I found out after I created this mark so naturally it became the name. Charango combines the rich history of musical traditions with the latest innovations in string making for unprecedented feel and tone. The colors are based on the tones of stains used on guitars for a natural and rustic effect. The primary type is ’Museo Slab’ which intents to give an established look to the brand rooted in tradition. The campaign runs through the tagline ”We believe strings are the key ingredient” because guitar strings unite the user to the experience of playing the guitar. The goal for the packaging is to stand from the crowd and link back to the enthusiasm of holding an actual guitar.
Recognitions
Graphis New Talent 2020, Logo, Silver
AIGA Flux, 2020, Logo, Published
Art Direction Joel Nieto
Photography Alex Nieto
