Joshu+Vela

Wordmark Logo Refinement
Typographic Logo
Secondary Logos
Brand Identity
Campaign Direction
Printed Materials
Packaging
Signage

Joshu+Vela

A leather bag company designed and manufactured in San Francisco. Joshu+Vela was founded in 2010 by Noah Guy with the mission to create quality products with enduring design and harmony of style and function. Each product is built to last and grow more beautiful with age and wear. Products are handmade to order using the best materials in their San Francisco studio.

We completed a re-branding to elevate the brand in a way that feels like an authentic evolution from the brand’s origins. The refreshed logo & brand typography conveys geometric minimalism with a friendly and bold attitude. The brand’s minimalist ethos is reflected in a new campaign “This is ____.” that spotlights leather, cotton, and nylon materials on a multi-colored and letterpress printed luxury hang tag. Overall the brand identity conveys fresh, contemporary craft.