Empowering your roots
Problem
In the United States, we have an abundance of diverse cultures in our cities, town, and neighborhoods. Latinx have been part of that make-up for generations. In 2019, the U.S. Census Bureau reported that Latinx made up 18% of the population. Shifting the consumer market to create goods that represent the growing Latinx community presents a perfect opportunity for new and established brands.
The Latinx community knows what it wants when it comes to athletic leisure wear: inclusion and comfort, with models showing off activewear for all shapes and sizes. A new athletics leisure line is needed to create sustainable activewear celebrating the Latin heritage through ancestral textile designs.
Solution
Tuya represents the Latin culture the community grew up with and how it lives by the heritage that brought its people to become leaders for the future. Tuya designs athletic apparel, providing maximum support for all women and sizes, all while celebrating the indigenous rich textiles from Mexico, Central, and South America. Tuya’s designs remind the Latinx community of who they are and where they came from.
Making a bold impact
Signature
The signature has been designed to provide a bold, memorable mark to represent Tuya Athletics in all forms of communications. It was created with the intention of representing Central and South American cultures through its engraved geometric carving shape found in Mesoamerican archeological sites. The letters making up the word Tuya, which means Yours, are shaped to fit with one another in the signature design.
Creating the brand
Designing eye-catching assets
Stationery System
A mix of centuries-old traditions infused with modern typography created an eye-catching stationery system. Influenced by artisans of Latin America, I designed a rich textile pattern onto the business card and letterhead.
Business Cards
Collateral Materials
Tuya delivers all material with its bold and memorable logo on bags, packaging, and clothing tags.
TUYA Shopping Bag
Packaging Design
Clothing Tag
Advertisements
Tuya advertisements are set to empower your identity with flexible athletic wear designed with colorful textiles to seize the day.
Bus Stop Billboard Advertisement 1
Poster Advertisement 2
Promotion items
Encouraging brand connection with the target audience, I customized promotional products with our memorable logo and pattern.
Totebag
Cellphone Cases
Reusable bottles
Promotional Hat
Crafting a helpful guide
Graphic Standard Manual
I created a graphic standard manual to define the best practice for basic rules for Tuya's brand. The following guidelines are included: Logo, Subsidiary Companies, Stationery System, Support Elements, Collateral Materials.
